Treasury Wine Estates (TWE) has said the launch of Squealing Pig Rosé Gin in one-litre format through Heinemann Asia Pacific at Sydney Airport has delivered “exceptional” results. The new format has been promoted since January and has attracted both gin and wine consumers to the category, said the brand owner. It is priced at two for A$120.
TWE General Manager, Global Travel Retail Simon Carter said: “As a fun and quirky brand, Squealing Pig is the perfect opportunity for Treasury Wine Estates to introduce cross-category products and promote cross-category sales. 80% of gin buyers also purchase wine and are more likely than the average shopper to choose Rosé, Pinot Noir and Champagne. We have a unique proposition that combines two categories, both of which are showing solid growth for our travel retail business.”
The company said that Squealing Pig is introducing “playfulness and fun” to the wine and spirits category, making it more accessible and attractive to travellers. The pink gondolas and impulse podiums in-store have created impact and enticed purchase, driving additional growth, said TWE.
The campaign builds on Squealing Pig’s status as best-seller in the rosé category in Australia domestic, with rosé growing at +19% and gin at +26% according to the latest figures from analyst IRI (to 19 January).
TWE said: “This new product targets travellers, particularly millennials, who are constantly seeking new and exciting products to enjoy and share.”
The ten botanicals included in the gin include juniper berries, citrus peels, lavender blossoms, coriander seeds, angelica seeds, rosemary, cardamom, fennel, peppermint and laurel leaf.
Squealing Pig initially crafted a single 2010 Marlborough Sauvignon Blanc wine, later making a selection of popular varietals including the leading rosé. In 2015 Squealing Pig made its first Pinot Noir Rosé, which has spearheaded the rise of the brand since.