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Exclusive: Treasury Wine Estates Launches EmBrazen, Targeting Female Demographic

August 15, 2018

With female consumers playing an increasingly important role in the global drinks market, Treasury Wine Estates (TWE) is set to unveil a new California wine brand, EmBrazen, which celebrates trailblazing women.

Rolling out August 26 in conjunction with Women’s Equality Day, EmBrazen initially will include a California Red Blend, Cabernet Sauvignon, and Chardonnay crafted by winemaker Olivia Teutschel. It will retail at around $13-$16 a 750-ml. Following this fall’s launch in the U.S., next year the brand will enter other global markets, including Australia and Europe.

In an interview with SND, Treasury Wine COO Robert Foye and CMO Michelle Terry said the company has high hopes for EmBrazen. “We’ve had very strong retailer buy-in already,” Terry notes. “We expect it to have the same kind of growth trajectory as something like 19 Crimes.” Australia-sourced 19 Crimes, launched in 2013, surpassed 1 million cases in the U.S. last year, according to Impact Databank. Foye adds that EmBrazen “has probably been the fastest-listed brand in the retail trade that I’ve seen,” observing that many large retail customers have listed it outside their normal reset cycle.

EmBrazen will use Treasury’s “Living Wine Labels” augmented reality app—which allows consumers to view brand-related digital content after scanning a bottle’s label with a smartphone—to tell the stories of historic female pioneers. The Red Blend’s label will feature actress and entertainer Josephine Baker, one of the first women of color to command the global stage, while the Cabernet Sauvignon will showcase reporter Nellie Bly, who furthered female empowerment by writing about the lives of working women. EmBrazen Chardonnay’s label is dedicated to Celia Cruz, an influential female figure in the history of Cuban and Latin music.

While women already account for the majority of wine consumption of U.S.—representing about 61% of the domestic table wine category—Treasury sees more opportunity to engage the female audience via the Living Wine Labels app. The app, which has been downloaded more than 2 million times, has helped propel 19 Crimes by telling the colorful stories of early Australian colonists through its labels.

While EmBrazen’s wine style and positioning are clearly targeted to millennial females, Treasury does expect plenty of crossover into the male demographic, mirroring the audience of 19 Crimes. “Sometimes brands, if we do them well, turn out to be broader in appeal than we initially thought,” says Foye. “The secondary target market also gets very excited about them, as has been the case with 19 Crimes. I wouldn’t be surprised if EmBrazen ends up at a 50-50 split.”—Daniel Marsteller

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