Treasury Wine Estates (TWE) is planning to launch Blossom Hill range in Australia on 16 May.
TWE had acquired the Blossom Hill range when it purchased the Diageo wine business for $600m.
TWE Australia and New Zealand managing director Angus McPherson was quoted by Sky News Australia as saying: "It's been a phenomenal success in the UK, and when we look at the opportunity that it presents in Australia, we get really excited. It's targeted a little bit at the millenial consumer (aged 20-plus), and a little bit female biased."
The managing director, however, did not disclose the revenue the company is expecting to generate from the brand in Australia.
McPherson said: "But what I will say is that it will be one of our three major launches in the Australia and New Zealand market over the next 12 months. Clearly, we will be incredibly focused behind this brand and expect it to be very successful."
Initial varieties of the Blossom Hill range, which will be made available in Australia, include rose, moscato, sauvignon blanc and shiraz. Initially, the company plans to sell the brand through independent retailers in Australia.
Blossom Hill range is made in the UK from grapes sourced in the US. However, the wines sold in Australia will be sourced locally and made in the country too, reported Sky News Australia.
TWE is also planning to launch the Blossom Hill brand in Asia before the Chinese New Year in 2017.
McPherson was quoted by thshout.com.au as saying: "I look at Blossom Hill and its brand proposition, which is really around accessible, fun, approachable, unpretentious wines that are really taste dominated. Wines that are crisp, vibrant, lively, luscious and fresh and I saw a clear opportunity within our portfolio that complemented the rest of TWE's portfolio.
"It's a brand that is targeted a bit more at the millennial consumer, a little bit more female dominated, but not completely female dominated, and also a brand that is really around, 'how do we bring more consumers into the wine category?'
McPherson said that the launch could benefit it retail partners in several ways.
He said: "A big part of Blossom Hill is taste and a key element of what we will be doing is a really big tasting program. The second part is that you look at who the target audience are and social media will play a key role. The brand in the UK has got a very large social media presence and that will be a key platform for us, communicating the brand proposition and what the brand is around.
"So social media is a key platform, but the other one is making sure we do a really big tasting campaign because that's what the wines are about. They are around taste and fresh, accessible, fun and the best way to tell that story is tasting them with consumers."
