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A wine made by women, for women

AAP logoAAP 4/11/2016 Trevor Chappell

Australian wine giant Treasury Wine Estates hopes its new line of wines designed by women, for women, will be a blockbuster.

Truvee is a new range created by Treasury to target what it sees as a market with big potential: women aged in their thirties.

Treasury chief executive Michael Clarke says Truvee is a first for the globally focused wine group.

"We've never approached building a brand built by women, for women," Mr Clarke said.

"We've got some blockbuster brands in America and Australia and we're about to, I hope, build another blockbuster proposition that really connects with female consumers."

The Truvee brand was part of the Diageo wine business that Treasury acquired in January 2016 and has until now been available only in the US.

Mr Clarke says the brand languished under Diageo but after considering whether to drop it, Treasury decided to redevelop it and launch it globally as a wine for women, with Australia as the starting point.

Redevelopment of brand - across market positioning, wine style, varietals used and packaging - was under the control of seven women at Treasury known as the Truvee Collective, including Barossa-based winemaker Kate Hongell.

Treasury says data from Wine Intelligence 2016 shows that Australia has about 13.9 million wine drinkers, of which about nine per cent - 1.19 million people - are women aged 30 to 40 years.

Treasury's global business director of marketing, Kristy Keyte, says the company already has wines directed at female consumers, such as the UK success Blossom Hill.

Blossom Hill, however has a younger market, simpler taste profile and a lower price.

"It's important for us as a business to consider that we do not have a one-size-fits-all when it comes to women," Ms Keyte said.

Ms Keyte says Truvee is developed to match the sophisticated styles of wine sought by women in their thirties.

Mr Clarke expects the Truvee label will start out as a niche product and get bigger as more varietals are added.

He said Treasury will invest as much as the Truvee team needs to grow the brand globally.

Two varietals - rose and pinot gris - will initially be available under the Truvee label in Australia at $20 a bottle, with a pinot nor and sparkling varietals to be added in 2017.

Truvee will be launched in Europe, Asia and the US in 2017 and 2018.

Mr Clarke says retailers have already shown enthusiasm for the brand and he expects men will also drink the wines.

"They might not necessarily go and buy it. Their partners will buy it, and they (the men) will help drink it."

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