UK: Treasury Wine Estates launches rosé wine for younger females
UK: Treasury Wine Estates launches rosé wine for younger females
Apr 1, 2011 6
Treasury Wine Estates latest launch Bella Vie, a rosé wine targeting young female consumers, will not be released to major multiples.
The 11% abv white zinfandel rose from the Puglia region of Italy, will launch in the impulse channel only from April 18, rrp £6.99. It has been in development for the past 16 months, and by the end of the summer TWE will have spent around £400,000 on developing and marketing the sweet, fruity rosé.
Senior innovation manager Rachel Hawes said if the launch is successful, TWE will look at launching into the on-trade, smaller serves, and expanding the range to include other varietals - a sparkling version is likely to be next.
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