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Squealing Pig released into the UK market

A new range of multi-country of origin wines has been released by Treasury Wine Estates into the UK market — Squealing Pig.

A portfolio of six wines, sourced from regions across the Old and New World, Squealing Pig will include wines from Australia, New Zealand, France, Argentina and Italy all under one brand.

Treasury Wine Estates claims that the brand has been created to appeal to consumers who like to discover authentic products first-hand and who crave new and experiences that they can share with their peers.

To this end, the Squealing Pig range has been equipped with TWE’s  Living Wine Labels AR technology which features on pack.

The full Squealing Pig range, launching this month includes:

  • Squealing Pig Sauvignon Blanc, Marlborough, New Zealand
  • Squealing Pig Chardonnay, Padthaway, Australia
  • Squealing Pig Malbec, Mendoza, Argentina
  • Squealing Pig Primitivo, Puglia, Italy
  • Squealing Pig Picpoul de Pinet, France
  • Squealing Pig Grenache Syrah Carignan, Languedoc, France

Squealing Pig Sauvignon Blanc and Chardonnay will be available instore at Morrisons supermarkets from July, with the rest of the range available online. Other listings include Amazon, Bestway Wholesale, Bestway Retail and Parfetts. 

The Squealing Pig brand was created in 2010. In Australia, it is the #1 value and #2 volume growth brand in the total bottled wine category, with the Sauvignon Blanc the #2 wine (by value) and the #1 contributor to growth in the category.

Kirstie McCosh, European marketing director at Treasury Wine Estates says: “Squealing Pig is a unique proposition from TWE. It is one of our first multi country of origin brands and highlights our ability to source quality wines from across the globe. This is not only important in the current climate, but is also key when it comes to engaging our target consumer who demands ever more choice.

“With Squealing Pig we are giving consumers something new and exciting - the chance to easily explore different wine varietals from different countries all under one trusted brand, a unique brand personality which already resonates with consumers across the pond, and industry-leading AR technology. We are really excited to see how this market responds to it.”

Treasury Wine Estates will support the launch of Squealing Pig with a through-the-line marketing campaign comprising in-store, social, digital and sampling activity. 

Squealing Pig wines are now available in store and online with an RRP of £10.00.       

9 July 2019 - Sam Coyne The Drinks Report, editor