Treasury relaunches “Australia’s favourite sparkling”

By Amy Looker

Treasury Wine Estates (TWE) relaunched its Yellowglen sparkling brand in Sydney last night, positioning it as Australia's "premier house of sparkling".

Retailers from around the country attended the “rebirth of Yellowglen”, with guests tasting wines from across the portfolio, including the new premium Yellowglen XV, which sits at the top tier of the range.

In addition to unveiling the 2004 Yellowglen XV, TWE also revealed its plans for the next stage in Yellowglen’s development, including repackaging across the range, the release of a resealable cap on selected wines, and the launch of a new advertising campaign and consumer promotion, ‘The House of Sparkling’.

“Yellowglen is Australia’s favourite and most trusted sparkling brand and as such, it’s our responsibility to drive growth in this category,” TWE’s managing director for Australia and New Zealand, Chris Flaherty, said last night.

"The large-scale changes we have undertaken for Yellowglen are designed to reinvigorate this brand and ensure that Yellowglen continues to be Australia’s favourite sparkling well into the future."

Part of the relaunch has also seen Yellowglen founder, Ian Home, come back on board in a bid to revive the brand's place in Australia’s sparkling wine history.

In a nod to Home, the new Yellowglen branding incorporates a stylised version of the original family crest of Ian Home, which is featured in new packaging across all tiers.

To view the new 'House of Sparkling' campaign, click here <www.yellowglen.com>.