Treasury Wine Estates (TWE) has added Australian wine brand, Samuel Wynn & Co, to its UK portfolio.

Samuel Wynn & Co is an innovation developed with “authentic storytelling at the brand’s heart”, to strengthen engagement with millennials, new wine consumers and drive category growth.

The new range is inspired by the adventurous spirit of Australian industry pioneer, Samuel Wynn, and is a testament to the adventures of this journeyman and his winemaking accomplishments, according to the producer.

The brand has been created to “capture the attention of millennial consumers” with bold creative, an angular, whisky-like bottle to drive shelf presence and approachable styles of leading wine varieties, such as Dice With Destiny Cabernet Sauvignon and The Man From Nowhere Shiraz.

Samuel Wynn builds on momentum gained through recent TWE innovations that challenge wine tradition, including 19 Crimes which is performing “exceptionally well”, up 88.7% in value and 86.7% in volume year on year (Nielsen, year to June 13, 2020).

Ben Blake, head of marketing for EMEA at TWE said: “We are delighted to launch Samuel Wynn & Co to the UK off-trade. The range has been created based on exploration and discovery which fits perfectly with today’s consumers who relate to brands that have a story to tell. It’s a brand very much aimed towards the millennial consumer and having seen such strong growth with brands such as 19 Crimes, we felt this was a prime opportunity to further recruit millennials into the wine category.”

Samuel Wynn & Co Dice With Destiny and The Man From Nowhere are currently available from Asda – The Man From Nowhere is also available from Morrison’s. RSP £10. ABV 14%.