Treasury Wine Estates is bringing Embrazen, its wine brand that celebrates ‘the 20th century’s greatest female trailblazers’, to the UK.

The brand has two SKUs, Embrazen Red Blend 2017 (13.5% abv) and Embrazen Chardonnay 2017 (13% abv).

The former had “hints of mocha and spice on the nose leading to layers of rich red fruit and toasted oak, with smooth tannins”, said the brand, while the latter had “a balanced acidity with rich stone fruit and honey flavours on the palate, and a rich oak influence on the finish”.

Their bottles, meanwhile, feature caricatures of Nellie Bly, an investigative journalist who went undercover “to explore the dark nature of insane asylums and sweatshops” and Amy Johnson, a British aviator who set a number of long-distance flying records and was the first woman to fly solo from Britain to Australia in 1930.

The labels interact with Treasury’s Living Wine Labels augmented reality app, which Treasury debuted with its 19 Crimes brand two years ago.

With the app, shoppers can watch the two women “come to life on the bottle to tell their own unique story”.

The NPD “puts a spotlight on how women have refused to let boundaries prevent them from shaping the world and has been developed to change the way wine talks to consumers and engage with them in a more impactful way”, said TWE marketing director Europe Kirstie McCosh.

“One of TWE’s core strategic aims is to drive recruitment of 18 to 35-year-old drinkers - bringing them into the wine category. We know through the success of 19 Crimes that the way to do this is through authentic, brand storytelling experiences, and we are confident that Embrazen delivers on all these cues.”

Indeed, 19 Crimes saw £4.3m added to its off-trade value last year, which hit £6.9m, having picked up a raft of listings in Tesco, Asda, Morrisons and Ocado [Nielsen 52 w/e 8 September 2018].