Treasury launches rosé for impulse channel

01 April, 2011

Treasury Wine Estates has launched a rosé wine brand exclusively for the impulse retail trade.

Bella Vie is an Italian Zinfandel designed to match the palates of women in their early 20s.

Its launch will be backed by a £250,0000 marketing spend through the summer.

The wine has a clear glass bottle to show the wine’s colour and has an rrp of £6.99.

POS will be available through wholesalers and cash and carries.

Senior brand manager Rachel Hawes said: “Bella Vie will ensure the independent channel is able to capitalise on the growth within the rosé wine market.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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