Treasury Wine Estates (TWE) is re-naming its Blossom Hill Fruit Bloom range in order to stress bubbles over fruit.
Investment has been funnelled into the sparkling range which will be known as Blossom Hill Spritz.
The ingredients won’t change, but the name and packaging have undergone a refresh in order to better match the name and the product, “namely a slightly bubbly, refreshing, lighter proposition, compared to others in the market”.
The changes continue on from a variety of initiatives launched by TWE to align and refresh the supermarket stalwart after buying the brand from Diageo at the end of last year.
TWE said it also wanted to align the range with the master brand, which was given a £2m marketing budget during the summer.
Blossom Hill is currently battling it out for supremacy in the fruit wine category with Echo Falls – the other key player in the fruit wine market – which released…