Millennial Women Invited to “Find Your Be. Spot” with Playful Varietals from Treasury Wine Estates
According to the Nielsen surveys, the future of wine sales rests with the ladies of Generation Y, and there is little doubt that the new line of ‘Be.” Wines by the Treasury Wine Estates is staking their claim to the curious and influential ‘eighties babies’.
The “Be” Collection is expected to debut in April with four popular varietals using an innovative marketing plan that is intended to grab the attention of the demographic that is emerging as one that has buying power and increasing impact on the consumer wine industry.
Treasury Wine Estates is a worldwide company with several internationally known brands including Penfold’s and Lindeman’s from Australia, Gabbiano from Italy and Chateau St. Jean, Greg Norman Estates, Stag’s Leap Winery, and others from California.
The brand behind the “Be.” is Beringer who is Treasury’s top selling wine in the United States and along with The “Be.” experience is intended to make it easy for women to choose a easy drinking and affordable wines that match their moods.
“Be.“ Fresh Chardonnay bursts with apple and citrus tones and is a light un-oaked Chardonnay from the 2010 vintage, while “Be.“ Radiant Riesling is a fuller bodied, fruit forward expression. The popularity of Pinot Grigio is addressed by the “Be.“ Bright version of their crisp citrus Pinot Grigio and the suggestive “Be.“ Flirty Pink Moscato is a rich berry and floral invitation to the world of wine.
“Be. is about inspiring Millennial women to open up to the exciting world of wine without taking it too seriously,” said Stephen Brauer, Managing Director for Beringer BBU. “This launch of this brand is particularly important to us because the women behind its inception are among the most curious and influential in the industry right now. We want to make sure they feel inspired to explore and are rewarded with a small but exciting indulgence.”
The wine has begun shipping and will be available nationwide by mid-April 2012 and will retail between $9.99 and $12.99