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Treasury Unveils New Millennial-Focused Brand, Samuel Wynn & Co.

June 26, 2017

Treasury Wine Estates is looking to garner a strong millennial following for its latest wine brand, Samuel Wynn & Co. Named for Australian wine industry pioneer Samuel Wynn, the new range is packaged in an angular, whisky-like bottle and will initially include two wines: The Man From Nowhere Shiraz and Last Rites Cabernet Sauvignon.

TWE says Samuel Wynn & Co. wines will have a “multi-region sourcing model, which allows for flexibility in sourcing to meet future demand.” The company notes that the arrangement dovetails with Wynn’s own philosophy. The brand’s namesake was an early 20th-Century traveling wine merchant known for championing new wine territories throughout his career.

Samuel Wynn & Co. is launching first in Australia—retailing at A$19 ($14) a bottle—and is slated to hit the U.S. and Asia early next year. The new entry follows another recent TWE brand launch, Penfolds Max’s ($25), which debuted in the U.S. in May. —Daniel Marsteller

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