28 May 2026
Wines “for women by women”; new Treasury Wine Estate brand to go global
Treasury Wine Estates has chosen Australia to release a new branded range of wines “designed by women for a female market”.
Treasury plans to launch the new range, called “Truvee”, globally.
The new range has been entirely developed from varietals and wine styles through to market positioning and packaging by a group of seven women known as the Truvee Collective, which includes Barossa-based Kate Hongell.
The Truvee brand was formerly only available in the US. Its previous owner, Diageo, was acquired by Treasury in January 2016.
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