Treasury Wine hopes big UK brand will blossom in Australia

Treasury Wine Estates will bypass big liquor store retailers Woolworths and Coles in the first phase of an Australian launch of powerhouse United Kingdom brand Blossom Hill to help reduce cannibalisation with its own bulging local portfolio of brands.
Treasury, the maker of Penfolds, Wolf Blass and Rosemount, is taking a punt that it can replicate the success of Blossom Hill, which is the No.1 selling white wine in the United Kingdom by both volume and value, and No.1 in the fast-growing rosé category. Blossom Hill is also the No.2 red wine brand in the UK market.