Treasury Wine Estates has announced the launch of its first multiple country of origin wine range, Squealing Pig, into the UK market.
The range includes six wines sourced from some of the most iconic regions across the Old and New World, offering consumers the chance to discover wines from Australia, New Zealand, France, Argentina and Italy all under one brand.
The Squealing Pig range has been equipped with TWE’s ground-breaking Living Wine Labels AR technology which features on pack, targeting consumers who would like to share experiences with their peers.
The range, launching this month, includes: Sauvignon Blanc, Marlborough, New Zealand; Chardonnay, Padthaway, Australia; Malbec, Mendoza, Argentina; Primitivo, Puglia, Italy; Picpoul de Pinet, France and Grenache Syrah Carignan, Languedoc, France.
“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,” said Kirstie McCosh, European Marketing Director at brand owner TWE.
TWE said it will support the launch with a through-the-line marketing campaign comprising in-store, social, digital and sampling activity.
Squealing Pig Sauvignon Blanc and Chardonnay will be available instore at Morrisons from July, with the rest of the range available online. Other listings include Amazon, Bestway Wholesale, Bestway Retail and Parfetts. RRP: £10.
Created in 2010, the Squealing Pig brand is the No.1 value and No.2 volume growth brand in the total bottled wine category in Australia.