Treasury Wine Estates has released two new hybrid drinks as it seeks to tap into the "new conversation" about wine.
According to the winemaker, today’s wine consumers are more open-minded than ever before and are waiting for brands to create memories or experiences that drive talkability among friends over a drink.
Millennials in particular are pushing established brands to create new paths of discovery.
TWE notes: "Not only is this generation brand savvy and knowledgeable about wine, they are about to overtake baby boomers (those aged 55+) as the biggest consumers and buyers of wine."
Following the success of Squealing Pig Rosé Gin, TWE has decided to create a new Pinot Noir Gin. Infused with 12 botanicals, it features berry fruit flavours and includes a dash of Squealing Pig’s popular Pinot Noir (the number two premium Pinot Noir sold in Australia by value, growing by 3.1% in value and 4.8% by volume).
With the gin boom showing no signs of slowing down – Australia’s $320million glass gin segment recorded growth above 30% in 2019 (that’s an extra 1.6million litres, or 2.2million units sold), including household penetration also increasing by 30% with nearly 114,000 more households having purchased gin versus a year ago – it's a savvy match.
Ben Culligan, Treasury Wine Estates Marketing & Category Director ANZ, said: “Squealing Pig is renowned for its approach to demystifying the wine category and crafting products that appeals to both long time loyalists and new consumers.
"Having experienced double-digit growth since launching in 2010, Squealing Pig continues to help drive extensive growth within the wine category and we’re proud to expand our current offering.”
“We know that many younger adult consumers are keen to experiment with different types of beverages, so we began brainstorming new ideas outside of the box to create a hybrid option that would appeal to avid drinkers of both.
"It’s Squealing Pig’s attitude that sets it apart from its competitors as well as the fact that it is always looking to evolve, whilst maintaining the quality of the product. The brand’s success has certainly exceeded our expectations and we are incredibly proud.”
Coffee meets Shiraz
The second hybrid drinks innovation comes from Lindeman’s Gentleman’s Collection - Coffee Shiraz, a medium-bodied shiraz blended with a dash of cold brew made from 100% Colombian Arabica coffee beans.
The wine can be enjoyed as an aperitif, with dessert or simply for those who are in the mood for something with a bit of X-factor.
“We chose Gentleman’s Collection because it was a good extension to the existing range – wine with a dash of fortified – but now it also includes a shiraz blended with a dash of cold brew,” said Culligan.
“As the Gentleman’s Collection brand continues to grow, our consumer base is broadening because they trust the quality of the product we make and are interested in a brand that is constantly evolving, igniting discovery and facilitating connections.
"Having only launched in Australia four years ago with a selection of wines for the modern gent, we have seen enormous success in a very short space of time.
"With quality and expertise underpinning everything we do and given the hybrid drinks trend shows no sign of slowing down, Gentleman’s Collection will be exploring further flavour rotations, so watch this space!”
Both of these drinks will be available in leading bottle shops across Australia from July onwards.
Cheers to the future
Drinks columnist Max Allen recently tipped hybrid wine drinks as one of the "beverage rules to break in 2020".
He noted in the Australian Financial Review: "This is the thing about drinking now. The old rules don’t apply. Innovation is everything, boundaries are blurring."
Allen added: "Retailers also tell me we’ve become more price-conscious as a result of the financial upheaval. We want difference, we want something new, we want experimentation. But we don’t want to pay too much for it."
Among the hybrids he identified was Archie Rose's Hunter Valley Shiraz Spirit, created using smoke-tainted grapes.
The eau de vie has notes of shortbread, icing sugar and vine leaves and then with air yielding pineapple, guava, honeydew and old campfire. On the palate, it shows a round and oily texture with mango, raspberry jam and wafers. It resolves with a grassy and saline persistence that echoes the balanced fruit and savoury elements.
“It’s unusual at first in taste, but excellent with the simple addition of fresh-pressed apple juice or even Coca-Cola and freshly squeezed lime juice,” said Archie Rose Head of Hospitality, Harriet Leigh.
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