TWE renames Blossom Hill's fruit wine range

Treasury Wine Estates (TWE) has announced its intentions to secure a bigger share of the UK’s fruit wine market next year, starting with the renaming of its Blossom Hill Fruit Bloom range to Blossom Hill Spritz. 

A new look is also being given to the trio in order to improve on-shelf standout and to bring the look into line with the recently refreshed Blossom Hill master brand. 

TWE explained that the name change to Spritz follows its strategy to match the product name more closely to the proposition: namely a slightly bubbly, refreshing, lighter option. It also said Spritz has been earmarked as the focal point of the brand investment over the next 12 months. 

Caroline Thompson-Hill, head of marketing UK/I & Western Europe and Blossom Hill said: This repackaging and renaming of Spritz means we are now well-placed to take our leadership position in the US wine category forward into the fruit wine segment.

“Extensive consumer research has given us an overwhelmingly positive response to the new design, calling out its great on-shelf standout, strong quality perception, as well as highlighting the fruity and lightly bubbly proposition.”

The Blossom Hill Spritz range comprises three variants: Elderflower & Lemon, which is the same liquid as its predecessor Hints of Elderflower, but consumer research demanded that the distinct lemon flavour was also highlighted; the same goes for Raspberry and Blackcurrant, which was previously called Hints of Summer Fruits; and Flavours of Cherry completes the line up. 

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