Treasury Wine Estates has lined up the debut of a US$15-per-bottle Californian wine in three US markets.
Convida, which translates as ‘with life’, consists of two “flavour-forward” SKUs, Blanco and Rosado. Priced at US$14.99 each and “inspired by Hispanic culture”, the pair have gone on sale this week in California and Texas through the two states’ off-premise channels.
The brand will hit Florida at an unspecified point in the future.
While varietal details for Blanco and Rosado were not disclosed, Treasury said that both have “swicy energy, where sweet meets heat”.
“Hispanic consumers are increasing wine consumption faster than the general market, yet wine hasn’t always reflected how the Hispanic community gathers and celebrates,” said the group’s senior manager of consumer insights, Chris Hernandez. “Convida is our way of changing that. We’re challenging the conventions of wine by centring Latino flavours and bringing a more culturally relevant, expressive point of view to the category.”
Convida joins Frame of Mind as Treasury’s most recent NPD in the US. The brand, also produced in California, launched in March with three SKUs, Optimist, Pessimist and Realist, at $19.99 each.
Earlier this month, former COO Robert Foye had his offer of a reprioritisation of strategy rebuffed by the Melbourne-headquartered company.
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