The News
Treasury Wine Estates announced the launch of Convida, a wine brand inspired by Latino traditions and the joy of coming together. The brand features Rosado and Blanco wines crafted in California to complement bold flavors and shared moments. The release was made on April 16, 2026, in NAPA VALLEY, Calif.
Treasury Wine Estates’ debut of Convida signals a focused shift into the Latino‑driven slice of the U.S. wine market, steering clear of the typical crowded flavored‑wine scene. Operators will find a pricing approach designed to capture volume in California and Texas—states that together account for about one third of all off‑premise wine sales.
While the press touts community co‑creation, the data suggest a subtler reality. Hispanic wine consumption grew 7.3 % annually from 2020 to 2025, outpacing the U.S. market’s 2.1 % CAGR; flavored‑wine sales reached $1.2 billion in 2025.
The growth trend does exist, but it has yet to translate into a matching share of flavored‑wine spend.
Convida’s price point serves as an operational lever: the brand sells at $14.99 per 750 ml bottle, roughly $2.90 below the recent industry average for premium flavored wines ($16.89). This places its unit cost about 14 % lower than the category average.
If TWE meets its volume target, the margin profile might be favorable, particularly where wine throughput is already high.
The launch strategy mirrors that logic, with Convida entering California and Texas first—states that represent 32 % of U.S. off‑premise wine sales.
Treasury’s current distribution network, covering 4.5 million U.S. cases in 2026, offers the capacity to absorb any rapid demand rise without straining shelf space or generating bottlenecks.
Operators already well‑positioned in California and Texas can more easily integrate Convida into existing assortments; new accounts may view the brand as a fresh option for a rising demographic.
The financial backdrop raises questions: Treasury’s net loss of A$649.4 million in the first half of 2025, after a significant impairment charge, highlights the possibility that Convida’s volume focus might generate short‑term revenue rather than build long‑term equity for TWE.
Operators concerned about margin erosion should watch how swiftly Convida turns over inventory, especially with its $2.90 unit discount.
Distributors and retailers should focus on two tactics: place Convida in high‑traffic shelves across California and Texas to capitalize on those markets’ large wine volumes, and price competitively to reflect its lower unit cost while maintaining consumer appeal.
Bars and restaurants may leverage the rosado’s sweet‑mango flavor in cocktails and the blanco’s tropical notes alongside Latin‑inspired dishes, opening cross‑sell possibilities.
Convida’s $14.99 price—$2.90 below the flavored‑wine average—serves as a concrete anchor for retailers targeting the 32 % of U.S. wine volume that moves through California and Texas, while underscoring the tension between TWE’s cultural positioning and its recent financial challenges.
Original Press Release
Convida's Rosado and Blanco wines are crafted to shine on their own or in cocktails, bringing a new, cultural perspective to the wine aisle
NAPA VALLEY, Calif., April 16, 2026 -- Treasury Wine Estates (TWE), one of the world's leading wine companies, announced today the launch of Convida, a wine brand rooted in Latino traditions and shared experiences that bring a vibrant energy to wine culture. Convida, meaning "With Life," is built around a simple idea: wine should feel like an invitation to connect, celebrate, and bring people together.
The debut includes two wines, Rosado and Blanco, crafted to complement bold flavors and shared moments and meet today's growing demand for expressive, food-friendly options that reflect how people gather today. Produced in California, Convida combines winemaking with cultural influence—Hecho in Cal with Latin soul.
Through extensive listening sessions, in-depth discussions, and input from thousands of Hispanic consumers, Convida was co-created alongside the Hispanic community. Shaped by the culture and soul that inspired the brand, it is grounded in lived experiences that guided everything from the tasting notes to packaging design. Meant to be shared and not just poured, each wine celebrates Latino culture with pride, creativity, and a sense of latinidad, bringing forward perspectives that have long been underrepresented in the wine category.
"Hispanic consumers are increasing wine consumption faster than the general market, yet wine hasn't always reflected how the Hispanic community gathers and celebrates," said Chris Hernandez, Senior Manager of Consumer Insights at Treasury Wine Estates and co-lead of the company's La Raza Hispanic Employee Resource Group. "Convida is our way of changing that. We're challenging the conventions of wine by centering Latino flavors and bringing a more culturally relevant, expressive point of view to the category."
Sarah Bakx, President of BOLD Brands at Treasury Wine Estates, expanded on the launch of Convida, stating, "We're excited to introduce Convida as we continue to challenge the idea that wine is only for a select few. Shaped in collaboration with the Hispanic community, Convida reflects a more inclusive, more expressive approach, built for how people gather, celebrate, and define the future of wine. Hispanic consumers represent one of the fastest-growing segments in the U.S., and Convida allows us to authentically integrate wine into those cultural moments that matter most."
The lineup introduces two wines that bring swicy energy, where sweet meets heat, layering vibrant fruit, citrus, and spice. Paired with bold packaging inspired by Latin art and folklore, each bottle label features Alebrije-style imagery designed by Mexican artist Alejandra Ballesteros, bursting with color, energy, and storytelling:
Ready to party, Blanco is bright and tropical with juicy notes of ripe mango and guava up front, balanced by a zesty hint of tajín-style chile y limón, creating a refreshing finish with just enough kick to keep it exciting. Embodied by a Mexican jaguar, it's best served bien frío and paired with music, ceviche, and chisme; best enjoyed with friends.
Rosado "hits different" with juicy sweet mango, tangy lime, and a bold swirl of chamoy-inspired spice, balanced by subtle chili warmth and light salinity for a crisp, refreshing finish. Represented by a lively Puerto Rican parrot, it's a sip made for sharing—chill it, pop it, and enjoy the sweet heat. With great sabor and soul, it pairs with grilled dishes, celebrations, and casual bites.
Both wines can also be enjoyed in cocktails inspired by Latin mixology, where their expressive fruit and subtle spice create drinks that feel familiar in flavor, yet new in format. Rosado pairs with tequila, mango puree, and chamoy to create a vibrant Chamoy Margarita, while Blanco combines with triple sec and citrus for a refreshing Blanco Spritz, extending their versatility from the table to the glass.
Convida wines are available for a suggested retail price of $14.99 per bottle at select retailers in Texas and California, with additional retail distribution across Florida to follow.
To learn more, visit convidawine.com and follow @convidawine on Instagram.
Sources consulted (web research):
- Treasury Wine Estates Launches Latino Inspired Brand
- Twe Looks To Hispanic Wine Drinkers With Convida Launch
- Treasury Wine Estates Leans Latino With Convida New To Market Brand
- Convida Wine Brings Sweet And Spicy Flavors To H E B
- Introducing Convida A Bold Flavor Forward Wine Brand
Source: BevNET