Home NamNews Grocery Products & Promotions

Treasury Wine Estates Introduces New Sangria For The RTD Generation

Treasury Wine Estates is expanding its footprint in the fast-growing ready-to-drink (RTD) market with the launch of Daughters of the Vine, a Sangria brand designed to appeal to a new generation of wine drinkers.

Daughters-of-the-VineTreasury Wine Estates believes the product will provide a disruptive alternative to the RTD cocktail space and attract new and younger consumers into the wine category by making it more accessible and relevant to them.

Zoe Jag-Nathan, Portfolio & Product Manager (EMEA) at Treasury Wine Estates, commented: “Since 2020, all alcoholic drink categories have experienced a drop in sales, yet the RTD category continues to boom with significant growth and is expected to grow by 12% in volume by 2027. It’s a category that’s becoming hugely popular with younger consumers, particularly Gen Z and Millennials, who are looking for new flavours and convenient options for their on-the-go lifestyles.

“We’ve seen a huge demand from younger consumers for sweet and fruity RTDs, which is why we decided to create Daughters of the Vine. Searches for Sangria were up by 100% on Pinterest in the lead up to Summer, and Sangria is the perfect flavour profile for Summer with its medley of fresh fruits and fiery flavours.”

Daughters of the Vine is launching in Sainsbury’s in 250 ml cans (7% ABV) with an RRP of £2.75.