A very neat move by Treasury Wine Estates (TWE): it has struck a deal in the UK to become the official wine sponsor at the London Craft Beer Festival in August.
TWE is promoting two brands at the Festival: the 19 Crimes and Gentleman’s Collection portfolios will be served.
The reasoning is that these two brands are aimed at the male drinker in the 18-34 age bracket. It’s a tough sector to crack as these blokes don’t go in for wine buying or drinking, preferring beer instead.
It’s a bold move and TKR wishes TWE well.
Also a bold move is the importation of Brazilian wine into Australia. Wines from Vinicola Salton are available via Sydney-based Expedition Trade. Apparently the on-trade is the intended target; again TKR wishes them well.