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Diageo Targets Wine And Beer Categories With New Product Rollouts

February 12, 2015

Diageo Chateau & Estate (DC&E) is rolling out a new California wine brand to the U.S. market this spring, Truvée Wines. Derived from the French word “to find,” Truvée is a Central Coast-sourced label created by sisters Robin and Andréa McBride, who grew up separately in Monterey, California and Marlborough, New Zealand respectively. The two sisters are seeking to combine the knowledge gained in the wine regions in which they were raised with the Truvée brand, which includes a lightly oaked Chardonnay and a Rhône-style red blend, both retailing at $16 a bottle.

DC&E is also hitting the market with the relaunched Chateau La Paws Wines, which supports animal rescue efforts through a partnership with North Shore Animal League America (NSALA). Twelve different rescued dogs are featured on the rotating labels for Chateau La Paws’ Chardonnay, Pinot Noir and Red Wine Blend (all $12.99), which were crafted by veteran winemaker Marty Spate.

Meanwhile, Diageo is set to begin test marketing a new beer brand, Thump Keg Brewing Co., which crafts beers related to Diageo spirit labels like George Dickel and Peligroso Tequila. Testing in select markets like Nashville, Austin and New York City, Thump Keg is debuting with a Rye IPA (6.2% abv) and an Agave Amber Ale (5.8% abv). Both retail at $9.49 a six-pack of 12-ounce bottles and are also available in 20-liter kegs. Thump Keg Rye IPA uses the same underlying grains for its mash bill as those used for George Dickel Rye Whisky, while Agave Amber Ale, inspired by Peligroso, uses blue agave in its recipe.

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