TWE announces global launch of Truvee media release
Treasury Wine Estates (TWE) today announced the global launch of the Truvée brand, taking a non-traditional approach to brand marketing to capture opportunities for growth in the wine category amongst women aged 30-40 years.
Derived from the French word ‘to find’, Truvée was taken on by TWE as part of the Diageo wine business acquisition (completed on 1 January 2016), and until now has only been available in the USA. Under TWE, the brand has undergone a complete redevelopment, with all aspects of the brand’s positioning, wine style, varietals and packaging steered by a cross-functional group of seven women at TWE, known as the ‘Truvée Collective’.
According to TWE Chief Executive Officer, Michael Clarke, the launch of Truvée highlights the significant opportunity for wine brands that appeal specifically to female consumers, while also underpinning the Company’s focus on offering career development for women across the business.