By Amy Looker
Treasury Wine Estates (TWE) has launched a new range of wines specifically targeting the 18 to 30-year-old female demographic.
Launched earlier this year to significant success in the US market, the ‘Be.’ range of wines consists of a Sauvignon Blanc (Be Fresh), a Moscato (Be Luscious), and Rosé (Be Breezy).
Focusing on its target market, the Be. brand has strongly aligned itself with make-up and fashion in a bid to appeal to young women of legal drinking age.
As part of its launch campaign, Be. has teamed up with some of Australia’s top fashion bloggers to generate online buzz about the brand in the lead up to the range’s official launch party later this month.
“Following on from its phenomenal success in America, Be. has recently landed on shelves nationwide across Australia in three popular varietals – Sauvignon Blanc, Moscato and Rosé,” said a spokesperson for TWE.
“To launch the Be. collection into Australia, Be. has teamed up with six leading Australian fashion bloggers to design their ultimate Be. launch party based off the three themes – Be. Fresh (Sauvignon Blanc), Be. Breezy (Rosé) and Be. Luscious (Moscato).”
Each fashion blogger will share their vision for the Be. launch party via social networking sites such as Pinterest and Facebook, where they will outline their ideas for food, theming and décor.
The winner will then throw the official Be. launch party on 29 November.
The Be. range is now available in-store independent liquor outlets and has an RRP of $12.99.
It is also due to be ranged in First Choice and Liquorland outlets by mid-November.