Treasury Wine Estates (TWE) has launched a new brand, Samuel Wynn & Co, which aims to target millennials through the power of storytelling.
TWE said the brand will be one of its key fall 18 launches in Australia and will be supported by strong marketing investment across outdoor, in-store, social and digital channels, as well as a consumer promotion in October.
The first wines to be launched in Australia under Samuel Wynn & Co are ‘The Man From Nowhere’ Shiraz 2016 (A$18.99/US$14.40) and the ‘Last Rites’ Cabernet Sauvignon 2016 (A$18.99). Both will be available in leading national and independent retailers from late June 2017. TWE plans to introduce Samuel Wynn & Co in the USA and Asia in early 2018.
The new range, part of TWE’s Masstige portfolio, is inspired by the adventurous spirit of Australian wine industry pioneer, Samuel Wynn. TWE said the brand aims to capture the attention of millennial consumers with bold creative, an angular, whisky-like bottle and ‘approachable’ styles of leading wine varieties.
TWE Managing Director for Australia & New Zealand Angus McPherson said the company is continually focused on finding opportunities to bring new consumers into the category. “When we launched Gentleman’s Collection a few years ago, this was the first range of wines we specifically targeted to millennials, a group that under-indexed in wine at the time. Since then, we’ve focused on developing brand-led innovations and have seen the millennial segment take over baby boomers in wine consumption. They now represent one of our most important consumer segments.
“The key to maintaining momentum with millennials is to think beyond traditional wine norms and make wine engaging and enjoyable. It’s simplistic to think that there’s a ‘one-size-fits-all’ approach to millennials and we will continue to innovate in order to drive category and business growth.”
Samuel Wynn & Co wines are produced through a multi-regional sourcing model said to echo Samuel Wynn’s own philosophy. In his early career, Wynn was a travelling wine merchant who played a key role in establishing the Melbourne wine scene in the early 20th century and explored new territories of sourcing, selecting and celebrating wines throughout his career.
