TWE joins the gin boom with Squealing Pig Rosé Gin

June 3, 2019
By Alana House

It’s World Gin Day this Saturday and Treasury Wine Estates is celebrating by announcing the launch of Squealing Pig Rosé Gin.

Rosé continues to fly off the shelves in Australia. Gin is booming too – it’s the fastest growing category of any alcohol. So TWE decided tocombine these two loves together.

Squealing Pig, the most popular rosé sold in Australia (IRI Aus Liquor Unwtd Still Rosé MAT to 12/05/19), has been added to a refreshing gin crafted with 10 botanicals.

It launches in July and will be available to order from June 17.

Treasury Wine Estates Deputy Chief Marketing Officer Angus Lilley said: “We know that many consumers, particularly millennials, are keen to explore new and unique beverages. Gin is so popular at the moment and Squealing Pig Rosé is growing by 67%; we’re proud of what we’ve achieved by combining these two powerful categories.

“While quality and expertise underpins everything we do, Squealing Pig has had enormous success bringing some playfulness and fun to the typically serious wine category, making it more accessible to new consumers. We’re now thrilled to be putting this fresh, approachable spin on quality gin too.

Squealing Pig gin cocktail

“Squealing Pig has contributed significantly to value growth in the wine category over the last few years, so we’re in a great position to bring across fans of our wines to gin and fans of gin to wine, to grow both categories.”

Squealing Pig Rosé Gin is the first gin sold in Australia that contains pinot noir rosé wine. Squealing Pig Rosé is made from pinot noir sourced from Marlborough, New Zealand.

“The bottle and packaging take cues from the wine category,” Lilley added.

The quirky brand has teamed up with internationally recognised drinks icon Jason Crawley, a 30-year industry veteran who received the 2018 Australian Bar Awards’ prestigious Outstanding Contribution Award.

Crawley is working as a consultant on the launch plans for both on and off premise, and said it’s been a fun project to be involved in.

“We have come up with some lovely creative ideas that I’m excited to see come alive in bars and bottle shops,” said Crawley. “Squealing Pig Rosé Gin really punches above its weight and is made in an approachable drinking style. With an alluring pale salmon colour, it is dry, light and refreshing with subtle juniper, bright citrus flavours and balanced spices. The addition of the rosé wine gives it a delightful hint of lifted strawberry on the finish.”

The 10 botanicals include juniper berries, citrus peels, lavender blossoms, coriander seeds, angelica seeds, rosemary, cardamom, fennel, peppermint and laurel leaf.

When it comes to the serving suggestion, Crawley says there are no rules.

“Most people think of gin and tonic and stop there – which is perfectly fine, however I say there is no need to mask the delicate flavours and instead you should allow the botanicals and rosé to shine through,” he said. “Keep things simple with soda water, ice, a slice of pink grapefruit and a sprig of fresh mint.”

Click here to read more about why suppliers are putting their money on gin.

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