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Treasury Wine Estates unveils Be. wines in Australia

DBR Staff Writer Published 08 November 2012

Treasury Wine Estates, an Australia-based producer of wines, has unveiled a range of wines - Be. - targeting young women in Australia.

Launched for the first time in the US in February 2012, the Be. range of wines include Sauvignon Blanc (Be Fresh), a Moscato (Be Luscious) and Rose (Be Breezy).

To support the launch of the wines, the company has teamed up with Australian fashion bloggers to market the brand online through facebook and Pinterest, reported The Shout.

Treasury Wine Estates spokesperson was quoted by the website as saying that the company witnessed the success of Be. wines in the US, which forced them to launch the wines in Australia.

"To launch the Be. collection into Australia, Be. has teamed up with six leading Australian fashion bloggers to design their ultimate Be. launch party based off the three themes - Be. Fresh (Sauvignon Blanc), Be. Breezy (Rosé) and Be. Luscious (Moscato)," the spokesperson said.

The Be. range of wines are now available in-store independent liquor outlets and will be stocked at First Choice and Liquorland outlets by mid-November 2012 with recommended retail price of $12.99.