New SA brand from Treasury

02 September, 2010

Treasury Wine Estates – the new name for Foster’s EMEA – has launched a South African wine brand to capitalise on the country’s growth in the UK market.

Wagon Tree, rrp £5, includes a Chenin Blanc, a rosé and a Cabernet/Merlot designed to suit UK palates.

Innovation brand manager Rachel Hawes said: “The South African category is on the increase and we believe the market is now ready to receive a contemporary premium quality wine brand with an affordable price tag.

“Wagon Tree’s £5 recommended retail price is significantly higher than other brands on the market. This price point guarantees the consumer excellent quality wine and retailers an increased profit margin.”

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