TWE launches multi-country brand in the UK

Treasury Wine Estates has launched its multiple-country brand ‘Squealing Pig’ – featuring wines from France, Italy, Argentina and Australia – into the UK.

The brand includes six wines in total, featuring classic varieties from well-known Old and New World regions.

The brand was first created back in 2010 and, says TWE, has been a “runaway success around the world”. In Australia it is the number one bottled wine brand by value and second by volume.

“Squealing Pig is a unique proposition from TWE” said Kirstie McCosh, European marketing director at brand owner Treasury Wine Estates.

“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.”

It is not the first time that TWE has worked with a multi-country spanning brand as it introduced a South African range to longstanding Australian brand Lindeman’s portfolio many years ago.

The full Squealing Pig range includes:

Squealing Pig Sauvignon Blanc, Marlborough, New Zealand

Squealing Pig Chardonnay, Padthaway, Australia

Squealing Pig Malbec, Mendoza, Argentina

Squealing Pig Primitivo, Puglia, Italy

Squealing Pig Picpoul de Pinet, France

Squealing Pig Grenache Syrah Carignan, Languedoc, France

The Sauvignon Blanc and Chardonnay will be available in-store and online at Morrisons, Amazon, Bestway Wholesale, Bestway Retail and Parfetts from this month with an RRP of £10.

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