Treasury Wine Estates (TWE) has launched an all-new wine brand that is hoped to grow the category by capturing the interest of Millennials – Samuel Wynn & Co.

Samuel Wynn & Co is the purveyor of wines from across Australia and around the world; inspired by the adventurous spirit and early career of wine industry legend Samuel Wynn. Migrating to Australia in 1913 in search of a free life, Samuel Wynn arrived with nothing more than he could carry and went on to have a profound impact on the Australian wine industry.

Millennials are an important segment to the industry currently, representing the second largest consumers of wine, and TWE believes its latest brand proposition will resonate with 25-34-year-olds who, according to new research conducted by the company, are looking for authentic stories and new experiences. 

This will be achieved by telling stories inspired by Wynn’s adventurous early career through each bottle of wine. The wines are fruit forward, multi-regional and presented in a uniquely shaped bottle for $18 RRP.

The first two wines released in the collection are The Man From Nowhere Shiraz 2016 and Last Rites Cabernet Sauvignon 2016, with shiraz and cabernet the leading two red wine varietals currently. Other varietals, including a white, will be added from early next year.

The shiraz and cabernet are available nationally to all trade and began rolling out last week, and TWE’s Managing Director for Australia and New Zealand, Angus McPherson, said they have been well received by customers. There are also plans to extend the launch to Asia and the US in 2018. 

The launch of Samuel Wynn & Co will be supported through an extensive national campaign across outdoor, in-store, social and digital channels. Part of this will include a consumer promotion later this year, which will give three people the opportunity to win an adventure of a lifetime.