Global wine company Treasury Wine Estates (TWE) has introduced Convida, a new wine label designed to bring a more culturally expressive and inclusive perspective to the category. Rooted in Latino traditions and the spirit of togetherness, the brand aims to reframe how wine fits into modern social occasions.
The name “Convida,” meaning “With Life,” reflects the brand’s core philosophy: wine as an invitation to connect, celebrate, and share experiences. The launch arrives as Hispanic consumers continue to drive growth in wine consumption in the United States, highlighting a gap between the category’s offerings and the ways this audience gathers and celebrates.
Developed through extensive listening sessions and engagement with thousands of Hispanic consumers, Convida was co-created with direct input from the community it represents. From flavor profiles to packaging design, the brand draws heavily on lived experiences and cultural expression.
Chris Hernandez, Senior Manager of Consumer Insights at Treasury Wine Estates, noted that while Hispanic consumers are among the fastest-growing segments in wine, the category has not always reflected their cultural rituals. Convida, he said, aims to challenge that by centering Latino flavors and perspectives.
Sarah Bakx, President of BOLD Brands at Treasury Wine Estates, added that the launch is part of a broader effort to make wine more inclusive and relevant. She emphasized that Convida is designed to align with how people gather today informally, socially, and with a focus on shared experiences.
Two Wines, Designed for Flavor and Versatility
Produced in California, Convida debuts with two expressions Blanco and Rosado – crafted to complement bold, flavor-forward cuisine while also standing on their own or in cocktails.
- Blanco offers a bright, tropical profile led by ripe mango and guava, balanced with citrus and a subtle chile-lime spice reminiscent of tajín. The wine is positioned as a refreshing option best served chilled, pairing well with dishes like ceviche and casual social settings.
- Rosado leans into a “sweet-meets-heat” profile, blending mango, lime, and chamoy-inspired spice with light salinity for a crisp finish. Designed for easy sharing, it pairs naturally with grilled foods and celebratory occasions.
Both wines are also positioned for cocktail use, extending their appeal beyond traditional wine consumption. Suggested serves include a Chamoy Margarita with Rosado and a citrus-forward Blanco Spritz, reflecting influences from Latin mixology.
Packaging plays a central role in the brand’s identity. Each bottle features Alebrije-inspired artwork created by Mexican artist Alejandra Ballesteros. The labels incorporate vibrant colors and folkloric animal imagery, including a jaguar for Blanco and a parrot for Rosado, reinforcing themes of storytelling, creativity, and cultural pride.
Convida wines are currently available at a suggested retail price of $14.99 per bottle at select retailers in Texas and California, with distribution expected to expand into Florida in the near future.