Treasury Wine Estates is launching a brand called Embrazen into the UK market as it bids to win over more millennial consumers.

Embrazen celebrates female trailerblazers from the 20th century and it is designed to be “bold, unapologetic and disruptive”.

It follows on from 19 Crimes, a brand designed to win over male millennials through augmented reality technology on the labels and a new approach to design and marketing.

Embrazen also uses the augmented reality labels, which allow drinkers to discover more about the stories behind the wines by scanning them with their smartphones.

They shine a light on Nellie Bly, an investigative journalist who went undercover to report on horrific conditions in asylums and sweatshops, and aviator Amy Johnson, the first woman to fly solo from Britain to Australia in 1930.

The range encapsulates a 13% abv white blend and a 13.5% abv red blend.

“One of TWE’s core strategic aims is to drive recruitment of 18 to 35-year-old drinkers, bringing them into the wine category,” said marketing director Kirstie McCosh. “We know through the success of 19 Crimes that the way to do this is through authentic, brand story-telling experiences, and we are confident that Embrazen delivers on all these cues.”

She hopes it will appeal to younger adults that are inspired by stories of positive change. The Embrazen range was unveiled in the US in August 2018 and it is also gearing up for a launch in Australia.

Michelle Brampton now spearheads TWE in the UK and she has pledged to keep innovating and trying to resonate with consumers by telling stories that go beyond simple branding.

“We bring genuine innovation to bring new consumers into the category, to activate it through technology, and we have credibility in our brands and our wine,” she said in an interview with DRN this month.

Treasury Wine Estates is the second largest wine supplier to the UK trade, with brands including Wolf Blass, Lindemans, Blossom Hill, Penfolds, Beringer Vineyards and Wynn’s.

After promoting Brampton to the top role, it recently appointed Tony Watson as commercial director for the UK.  

Watson was previously the managing director at Orchard Pig, and prior to that he spent more than 20 years at Carlsberg UK in various sales and operational roles across the on and off-trade.