Treasury Wine Estates is celebrating summer with new variants and campaigns across its ranges.
Available from August, the Rosemount Estate range will be extended to include a Pinot Grigio Sauvignon Blanc Vermentino blend (rrp £6.49). It is hoped this new variant will help retailers capitalise on the £6-8 price bracket which Treasury feels is under-developed in the channel.
According to Treasury, there is a £200m opportunity in convenience over the next five years which is the equivalent of getting just six additional shoppers to purchase wine every store in the UK each year.
As well as the new variant, Rosemount Estate will undergo a pack redesign in July while there will be an on-pack promotion offering consumers the chance to win a trip to New Zealand with Matua. Not wanting to miss out on the action, the Lindeman’s annual ‘It’s the Sunshine that makes it’ campaign makes a return this year and will include out of home and digital advertising over the summer.