Treasury Wine Estates’ Americas division has launched a new three-strong range of wines from the US called Frame of Mind.
The collection includes Paso Robles-sourced Pessimist and Realist, and Central Coast sauvignon blanc Optimist. Pessimist and Optimist are available nationwide from this month, while Realist will be available from “early summer”, with each varietal carrying an SRP of US$19.99 per 75cl bottle.
Treasury Americas said the launch has been driven by “the enormous consumer enthusiasm for Pessimist” – the first vintage release was in 2014, and the wine sits within Treasury’s ‘luxury’ portfolio. The Napa-headquartered division added that the three Frame of Mind wines “form the foundation of a growing portfolio”.
Frame of Mind has been designed “to appeal to today’s nonconformist luxury wine consumer”, and the trio’s names are meant to encourage consumers to purchase depending on how they feel, rather than by traditional wine features like region or grape variety.
The portfolio’s website includes an interactive quiz “to find the perfect wine for your current mood”, which includes questions such as: ‘What are you leading with today?’ and ‘Right now, you’re looking for an experience that feels…’.
Speaking to Global Drinks Intel last month, group CEO Sam Fischer said “post-Covid, total beverage alcohol has had a tough few years in the US” and suggested the business would leverage its innovation capability to “make sure we’ve got a portfolio that can engage with consumers”.
In December, the Penfolds owner brought its 19 Crimes brand together with Liquid Death canned water for a limited-edition release, Severed Red – a California red blend with the flavour profile typical of the 19 Crimes portfolio, but made with a “single drop” of Liquid Death Mountain Water.
