#USA #Napa Valley #Latino Culture #Convida #Treasury Wine

Convida: A New Wine Brand Embracing Latino Culture

Treasury Wine Estates (TWE), a major player in the global wine industry, has officially launched Convida—a wine brand that pays homage to Latino traditions and the joy of communal gatherings. The name 'Convida,' translating to 'With Life,' embodies the essence of togetherness that wine has long represented across cultures. This launch aims to fill a notable gap within the wine market, which has historically overlooked the unique ways that Hispanic communities celebrate and come together.

Convida's initial offerings include two wines: Rosado and Blanco. Each selection has been meticulously designed not just for sipping but to enhance shared culinary experiences. The wines reflect a growing consumer trend favoring vibrant, food-friendly options that resonate with today's dining culture.

Produced in California, Convida integrates traditional winemaking techniques with cultural influences. It's termed 'Hecho in Cal with Latin soul'—ideal for those seeking more than just a drink; it’s about an experience shaped by community and creativity.

Extensive research including listening sessions with thousands of Hispanic consumers helped shape Convida's vision. The brand has strived to align its offerings closely with the lived experiences of the community. From the taste profiles to the striking packaging, everything has been developed to honor Latino culture. This engagement aims to create a sense of pride and representation for a significant segment of the wine-drinking population, one that hasn’t always been visible on store shelves.

Chris Hernandez, Senior Manager of Consumer Insights at TWE, noted the discrepancy in wine marketing, saying, _“Hispanic consumers are increasing wine consumption faster than the general market, yet wine hasn't always reflected how the Hispanic community gathers and celebrates.”_ In launching Convida, TWE hopes to challenge existing conventions, centering Latino flavors and bringing a culturally relevant narrative to wine.

Sarah Bakx, President of BOLD Brands at TWE, echoed this sentiment, emphasizing the brand's commitment to inclusivity. She remarked, _“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, expressive approach.”_

Tasting Notes

• - Blanco: This wine is vibrant and tropical, presenting juicy notes of ripe mango and guava. The taste is enlivened by a zesty hint reminiscent of chili and lime, leading to a refreshing finish, perfect for hot days. The imagery on the label features a Mexican jaguar, blending perfectly with the theme of lively conversations, music, and delicious food.
• - Rosado: Known for its sweet and spicy character, this wine showcases flavors of juicy mango and tangy lime, finished with subtle chili warmth for a crisp sensation. The label adorns a Puerto Rican parrot, symbolizing the joyful essence of sharing moments with friends, making it ideal for casual gatherings.

Both wines extend beyond mere drinking—each can be transformed into cocktails inspired by Latin mixology. For instance, the Blanco pairs splendidly with triple sec and citrus to create a refreshing spritz, while Rosado shines in a Chamoy Margarita with tequila and mango puree. This versatility makes Convida a perfect choice for various occasions, whether a formal dinner or a casual get-together.

Convida wines are available at a suggested retail price of $14.99 per bottle, with initial offerings in select Texas and California retailers, with plans for expansion into Florida. For those eager to learn more, they can visit convidawine.com or follow Convida on Instagram at @convidawine.

About Treasury Wine Estates

Treasury Wine Estates is recognized as one of the top luxury and premium wine companies worldwide. Its extensive portfolio features iconic brands such as Penfolds and 19 Crimes, available in over 100 countries. TWE prioritizes sustainability and aims to forge positive connections with the communities it serves, ensuring that everyone involved in their business can thrive.

As Convida makes its mark, it stands as a testament to the importance of community, culture, and connection in the world of wine. It invites everyone to gather, celebrate, and create shared moments, much like the meaningful experiences woven into the fabric of Latino heritage.