Treasury Wine Estates is building on its domination of the wine-in-a-can market, launching a Seppelt prosecco during the Melbourne Cup Carnival and a Yellowglen sparkling wine.
TWE already has about 60% share of the overall wine-in-a-can segment, which is currently worth about $8 million in Australia. It's projected to grow to about $30 million within five years.
Its top canned brands are T’Gallant Spritz Moscato Pink, Squealing Pig Spritz Rose, T’Gallant Spritz Prosecco at No.3 and Squealing Pig Spritz Pinot Gris
To celebrate this year’s Melbourne Cup Carnival, Seppelt will be releasing a limited edition Spritzed Prosecco wine in a can. The product design is inspired by jockey silks. It will be available on-track at key venues throughout Flemington for Cup week only. The individual cans have a RRP of $10.
Australia and New Zealand Managing Director Peter Neilson told The Australian Financial Review the move was part of a strategy to revitalise the brand.
"Seppelt is a bit of an uncut diamond for us,'' Neilson said.
"The one big focus is – how do we bring new people into the wine category? We think we've got the proposition right and the format right."
Neilsen said TWE is also looking to launch Yellowglen in a can, with trials currently under way.
Yellowglen is Australia’s number one sparkling wine.
Seppelt's spring racing plans
Seppelt Wines is a Major Partner of the 2019 Melbourne Cup Carnival and Victoria Racing Club.
It has naming rights of Seppelt Wines Stakes Day – an ever-popular and highly anticipated day on the racing calendar.
During Melbourne Cup Carnival, the brand will host a Seppelt Marquee in the Birdcage enclosure and The Seppelt Prosecco Bar in The Park precinct. A selection of Seppelt wines will also be available from additional venues at Flemington throughout the Melbourne Cup Carnival.
As per last year, the prosecco bar will once again be styled to reflect the brand’s sophisticated aesthetic and will feature a professional photo booth.
Model Rebecca Harding is returning as Seppelt Wines Racing Ambassador for 2019 and is pictured (main) with the Seppelt canned wine.
TWE's roadmap to dominate Aussie wine market
While TWE is best known for its prestigious wine brands such as Penfolds, Nielsen said it is new products and formats that are driving an expansion to 22% market share in Australia.
"Not everyone coming through wants to drink what their dad drank,'' he noted to the AFR.
His aim is to reach 25% market share in Australia.
"We've laid out a roadmap of where and how we'll get there,'' he said. "We're on track with the roadmap."
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