Treasury ripe for slim pickings in US wine market
Treasury ripe for slim pickings in US wine market
Apr 14, 2013 6(TheAge) - Treasury Wine Estates has re-entered the flourishing low-calorie wine market in the United States, launching three slim wine brands endorsed by a celebrity nutritionist to target the estimated one in five Americans on a diet.
Sourcing grapes from its northern Californian vineyards to produce a wine that contains up to one-third fewer calories than standard wines, Treasury Wine Estate's new Skinny Vine label has reportedly sold 100,000 cases since its launch in January.
It is seeking to break into a multibillion-dollar market segment typically populated by women who enjoy a drink but are watching their weight.
The theme is also being explored by other divisions within the Treasury Wine Estates group - the former global wine arm of brewer Foster's.
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