New Wine Collection Targets Millennial Women

New “Be.” Collection Poised to Capture Growing Segment of Wine Consumers

Be WinesNAPA, February 23, 2012 — Treasury Wine Estates, a global wine company with a leading portfolio of new world wines, today announced its new stylish, playful “Be.” collection. “Be.” wines, designed to appeal to the increasingly influential wine demographic of Millennial women, will be available nationwide in four popular varietals: Pink Moscato, Chardonnay, Pinot Grigio and Riesling. The wines begin shipping this month and are expected to hit stores nationwide beginning in April. “Be.” will retail between $9.99 and $12.99. This is the latest new product from Treasury Wine Estates which has been aggressively innovating in recent years, and successfully launched new wines including Emma Pearl, Sledgehammer and Beringer Red Moscato.

The “Be.” collection was created for modern, Millennial women by Millennial women. Millennial women are an emerging population of wine enthusiasts whose, according to Nielsen, purchasing power is growing quickly and is set to have an increasing impact on the consumer wine industry in the coming months and years. Market research has shown that these women are looking for something new in their wine, something that grabs their attention, is approachable, and doesn’t stick to the traditional rules.

“Be. is about inspiring Millennial women to open up to the exciting world of wine without taking it too seriously,” said Stephen Brauer, Managing Director for Beringer BBU. “This launch of this brand is particularly important to us because the women behind its inception are among the most curious and influential in the industry right now. We want to make sure they feel inspired to explore and are rewarded with a small but exciting indulgence.”

The “Be.” experience makes it easy for women to choose an affordable wine that matches their mood – whether that’s flirty, fresh, bright or radiant – with these characteristics represented in the flavor of the wine and on the bottle. Each of the four “Be.” varietals are designed to be served chilled for maximum refreshment, and bring their own personality to the glass.

The 2010 “Be.” Fresh Chardonnay is a light un-oaked Chardonnay with crisp green apple flavors and zesty hints of citrus, while the full-bodied 2010 “Be.” Radiant Riesling offers tantalizing fruit flavors and bright floral notes. The 2010 “Be.” Bright Pinot Grigio is perfect for any occasion, offering rich citrus flavors and a crisp, fresh finish. Those feeling a bit mischievous will want to try the luscious 2010 “Be.” Flirty Pink Moscato, full of rich berry and delicate floral notes sealed with a kiss of pink.

For more information on “Be.”, visit

About Treasury Wine Estates

Treasury Wine Estates (TWE) is a unique global wine company with a leading international portfolio of new world wines.

From the establishment of Australia’s Penfolds in the mid 1840s to the 1876 founding of Beringer Vineyards, a winemaking legacy has been created. TWE is now the world’s largest pure-play wine company with over 50 brands, including Beringer Vineyards, “Be.”, Castello di Gabbiano, Chateau St. Jean, Cellar No. 8, Colores del Sol, Etude, Lindeman’s, Matua Valley, Meridian Vineyards, Penfolds, Rosemount Estate, Souverain, Stags’ Leap Winery, St. Clement, Wolf Blass and more.

With over 27,000 acres of vineyards, sales totaling over 33 million cases of wine annually, and revenues of about AU$1.8 billion, TWE employs over 4,000 winemakers, viticulturists, sales, distribution and support staff across 12 countries. For more information, visit To browse and purchase from over 200 wines spanning 4 continents, visit