Treasury Wine Estates (TWE) has announced the launch of its first multi-country of origin wine range for the UK market.
Squealing Pig, a portfolio of six wines sourced from across the world, offers consumers the chance to discover wines from Australia, New Zealand, France, Argentina and Italy.
TWE is supporting the launch with a through-the-line marketing campaign consisting of in-store, social, digital and sampling activity, as well as influencer marketing and social media content.
TWE European marketing director, Kirstie McCosh, said: “Squealing Pig is a unique proposition from TWE. It is one of our first multi country of origin brands and highlights our ability to source quality wines from across the globe. This is not only important in the current climate but is also key when it comes to engaging our target consumer who demands ever more choice.
“With Squealing Pig, we are giving consumers something new and exciting - the chance to easily explore different wine varietals from different countries all under one trusted brand, a unique brand personality which already resonates with consumers across the pond, and industry-leading AR technology. We are really excited to see how this market responds to it.”
The Squealing Pig portfolio is being listed in Bestway Wholesale, Bestway Retail and Parfetts, with an rrp of £10 per bottle.