TWE launches multi-country Squealing Pig in UK

Treasury Wine Estates has launched its Squealing Pig brand in the UK, featuring wines from France, Italy, Argentina and Australia.

The range includes six wines: Sauvignon Blanc from Marlborough, New Zealand; Chardonnay from Padthaway, Australia; Malbec from Mendoza, Argentina; Primitivo from Puglia, Italy; Picpoul de Pinet from France; and Grenache Syrah Carignan from Languedoc, France.

The brand’s packaging will feature TWE’s Living Wine Labels AR technology.

Kirstie McCosh, TWE’s European marketing director, said: “Squealing Pig is a unique proposition from TWE. 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. We are really excited to see how this market responds to it.”

All bottles will retail at £10.

High hopes following Aussie success

The Squealing Pig brand was launched in Australia in 2010, where it is the number-one brand by value and the number-two brand by volume in the bottled-wine category. Its Sauvignon Blanc is the number-two wine by value and the number-one contributor to growth in the category.

Senior Brand Manager Laura Wenn said the secret to its success is that it doesn't take itself too seriously and just focusses on being a "cracking wine".

"Our brand name and packaging is also quirky, memorable and distinctive," she said.

The brand originated in New Zealand, with the name inspired by the wild pigs that ran around the vineyards each night, keeping the grass between the vines trim and weeds at bay.

There's even Squealing Pig gin!

Following on from the success of its Rosé wine, TWE launched Squealing Pig Rosé Gin last month.

Rosé continues to fly off the shelves in Australia. Gin is booming too – it’s the fastest growing category of any alcohol. So TWE decided to combine these two loves together.

Treasury Wine Estates Deputy Chief Marketing Officer Angus Lilley said: “We know that many consumers, particularly millennials, are keen to explore new and unique beverages. Gin is so popular at the moment and Squealing Pig Rosé is growing by 67%; we’re proud of what we’ve achieved by combining these two powerful categories.

“While quality and expertise underpins everything we do, Squealing Pig has had enormous success bringing some playfulness and fun to the typically serious wine category, making it more accessible to new consumers. We’re now thrilled to be putting this fresh, approachable spin on quality gin too."

The 10 botanicals include juniper berries, citrus peels, lavender blossoms, coriander seeds, angelica seeds, rosemary, cardamom, fennel, peppermint and laurel leaf.