Treasury Wine targets Millennials with new line
NAPA, CA: Treasury Wine Estates has launched a new wine collection for Millennial women, leveraging celebrity stylist Jeannie Mai.
The Be. line, which was released to the press in June and to consumers on July 11, has four different flavors including Flirty, Radiant, Fresh, and Bright, each of which was created to pair with a woman's mood and lifestyle rather than food.
“We saw Millennial women as a unique wine generation because they're entering the wine category at a higher rate than ...