Treasury Partners With Reese Witherspoon’s Hello Sunshine On New Female-Targeted Wine Brand

Treasury Wine Estates (TWE) has teamed with actress Reese Witherspoon’s Hello Sunshine media company to launch a new female-oriented wine label, Drop of Sunshine. The range will initially include a California Brut Sparkling Rosé ($25), Central Coast Chardonnay ($20), and Central Coast Red Blend ($25).

“We’re very excited about this brand’s future success,” Sarah Bakx, president of TWE Americas’ Bold Brands division, told SND. “We can’t share volume expectations, but we fully anticipate a large community of like-minded women and allies who will share our vision and spread the word and the story of Drop of Sunshine.”

Drop of Sunshine is launching this month in the on-premise and online, ahead of a nationwide rollout across most major cities and retailers starting next February. “We have been intentional in our strategy to launch only on-premise out of the gate,” said Bakx. “Restaurants, resorts, and bars are places where we know women gather to celebrate the stories that connect them. What better way to start our brand journey than showing up where those moments authentically thrive?”

Witherspoon’s multichannel media company Hello Sunshine (part of Candle Media), will be instrumental in gaining exposure for the brand, according to Bakx. “Hello Sunshine will help to amplify Drop of Sunshine in many ways, such as through production, editorial, and event integration across properties, including Reese’s Book Club, The Home Edit, and The Bright Side,” she noted, referencing a few of Hello Sunshine’s female-focused media properties.

Drop of Sunshine will join labels including 2-million-case 19 Crimes and 840,000-case Matua in Treasury Wine Estates Americas’ Bold Brands unit. “On the premium front, I’m really excited about the creation of what we’re calling our Bold Brands division,” TWE Americas president Ben Dollard recently told SND. “That is largely around the engagement with the next-generation consumer, how we think about the recruitment of new consumers to wine and make the category accessible.” With Drop of Sunshine, TWE is placing a big bet on connecting with the key female demographic within wine’s $20-$25 tier.—Daniel Marsteller

Tagged : 19 Crimes, Drop of Sunshine, Hello Sunshine, Matua, Treasury Wine Estates

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