emBRAZEN Treasury Wine Estates

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78% of women globally feel it has never been a better time to be a woman. 82% of women want to see more inclusion of female achievement in history books, with nearly 60% of women feeling that women’s achievements have been airbrushed out of history. 86% agree that femininity is a strength and not a weakness.

In 2017, within this cultural context of new wave of feminism, Treasury Wine Estates and J. Walter Thompson came together and identified a key insight:

While women already account for the majority of wine consumption in the U.S, the wine aisle still lacks an authentic POV for speaking to empowered modern women. (See #yeswayrosé, lite wines, white wines “for her”).

Rooted in this insight, we set out to do away with the pinkwashing and condescension, and create a wine offering that speaks to millennial women with relevance, authenticity, and credibility.

The result: emBRAZEN, a bold series of wines that celebrates brazen, powerful women.


emBRAZEN was developed from the ground up to be more than just a wine – it is a platform that sparks change by highlighting the overlooked stories of bold and brazen women of the past, and by supporting the trailblazing women of the present.

Augmented Reality-enhanced labels highlight the overlooked stories of bold and brazen women of the past, bringing these heroines to life, to speak directly to shoppers.

We launched this new product with a campaign that shines a spotlight on the next generation of trailblazers: the Take Up the Torch program celebrates, shares, and rewards the efforts of local women who are driving change in their communities.

By pairing innovative technology with a purpose-driven brand story, emBRAZEN transcends the category and brings new – and long overdue – voices and perspectives to the wine aisle.

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