Treasury Wine Estates (TWE) launched its innovative new Squealing Pig Rosé Gin in 1L format in Sydney Airport earlier this year, in partnership with Heinemann Asia Pacific.
Squealing Pig Rosé Gin is successfully introducing playfulness and fun to the wine and spirits category making it more accessible and attractive to travellers.
Leveraging the quirky wine brand’s increasing popularity and its standing as Australia’s #1 Rosé1, together with the strong growth rate of Rosé at 19%2 and gin at 26%3, this new product targets travellers, particularly millennials, who are constantly seeking new and exciting products to enjoy and share. The Rosé Gin is infused with ten botanicals and a dash of Squealing Pig’s award-winning Rosé, creating a perfectly balanced and refreshing gin. Alongside tonic, this new Rosé Gin pairs well with soda water, grapefruit and mint, which complements its light, delicate flavours.
The 10 botanicals included in the gin include juniper berries, citrus peels, lavender blossoms, coriander seeds, angelica seeds, rosemary, cardamom, fennel, peppermint and laurel leaf.
“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 wine4 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.” Said Simon Carter, General Manager, Global Travel Retail, Treasury Wine Estates.
From humble beginnings, Squealing Pig has gone from crafting a single 2010 Marlborough Sauvignon Blanc wine, to crafting a selection of popular varietals including Australia’s #1 Rosé. In 2015 Squealing Pig made its first Pinot Noir Rosé, which has spearheaded the success of the Squealing Pig brand ever since. The 2015 vintage won trophies at the 2016 International Wine Challenge and 2016 Sydney International Wine Competition. In 2017 it was voted Best Rosé Wine of the World in the Best Wine of the World Competition.
Currently, travellers through Sydney Airport can purchase the new Squealing Pig Rosé Gin at 2 for $120 (save $20).