Treasury Wine Estates (TWE) has announced it is renaming and repackaging its Fruit Wine range Blossom Hill Fruit Bloom – now known as Blossom Hill Spritz.

The products will keep the same taste, but have undergone a pack refresh. The new look is intended to improve on-shelf stand out and brings the look into line with the recently refreshed Blossom Hill master brand, to improve consumer recognition.

The change of name to Blossom Hill Spritz follows TWE’s desire to match the product name more closely to the proposition: a slightly bubbly, refreshing, lighter proposition, compared with others in the market.

Caroline Thompson-Hill, head of marketing UK/I & Western Europe and Blossom Hill, said:

“This repackaging and renaming of Spritz means we are now well-placed to take our leadership position in the US wine category forward into the Fruit Wine segment.

“Extensive consumer research has given us an overwhelmingly positive response to the new design, calling out its great on-shelf stand out, strong quality perception, as well as highlighting the fruity and lightly bubbly proposition.”

Blossom Hill Spritz will be a focal point of the brand investment over the coming 12 months.