EMBRAZEN, Treasury Wine Estate’s (TWE) innovative wine brand that celebrates some of the 20th century’s greatest female trailblazers, is launching into the UK.


Bold, unapologetic and disruptive, the brand features TWE’s ground-breaking Augmented Reality (AR) technology on the labels and has been created to celebrate pioneering women throughout history.


The EMBRAZEN range, which includes a Red Blend and a Chardonnay, champions trailblazers Nellie Bly and Amy Johnson. Through the Living Wine Labels app, the two women come to life on the bottle to tell their own unique story to millennial-minded, mobile-first shoppers.


Nellie Bly shattered expectations for women in investigative journalism by going undercover to explore the dark nature of insane asylums and sweatshops. A born adventurer, she travelled the globe in 72 days to turn the fictional “Around the World in 80 Days” into fact.


Amy Johnson was a pioneering English aviator who went on to set a host of long-distance flying records, paving the way for female pilots the world over. She was the first woman to fly solo from Britain to Australia in 1930.


“EMBRAZEN has arrived to empower a new generation of consumers who are inspired by stories of positive change,” says Kirstie McCosh, Marketing Director, Europe, at TWE.


“It puts a spotlight on how women have refused to let boundaries prevent them from shaping the world and has been developed to change the way wine talks to consumers and engage with them in a more impactful way. We’re excited to bring EMBRAZEN to the UK and hope it will create excitement and engagement with 18-35-year-old consumers.”


EMBRAZEN is equipped with Living Wine Labels AR technology, which will help bring the on-label stories to life. AR has helped TWE’s 19 Crimes brand become one of the most exciting and disruptive brands in the UK wine trade, with current MAT growth standing at over 200%.


Kirstie McCosh added, “One of TWE’s core strategic aims is to drive recruitment of 18-35-year-old drinkers – bringing them into the wine category. We know through the success of 19 Crimes that the way to do this is through authentic, brand story-telling experiences, and we are confident that EMBRAZEN delivers on all these cues.


The EMBRAZEN portfolio launched in the US last August and is also about to launch in Australia.


Tasting Notes

EMBRAZEN Red Blend 2017 (13.5% ABV) – hints of mocha and spice on the nose lead to layers of rich red fruit and toasted oak, with smooth tannins.


EMBRAZEN Chardonnay 2017 (13% ABV) – a balanced acidity with rich stone fruit and honey flavours on the palate, and a rich oak influence on the finish.


Author: kimbarnard

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