Treasury Wine’s new wine for women won’t alienate men

Treasury Wine Estates chief executive Mike Clarke says a resurrected wine brand specifically targeted at women aged 30 to 40 years old has the potential to be as big as the company’s Wolf Blass powerhouse in a few years’ time. “I’m adamant this is going to be a big brand,” Mr Clarke said on Friday as he unveiled the Truvee brand which is pitched at female drinkers. “It’s going to take a few years. We’ll keep adding layers to it.” Treasury’s big global winners include Penfolds and Wolf Blass. The Truvee brand was a poor performer in the United States in a stable of mainly US wines which had been owned by British alcoholic drinks giant Diageo.