
Treasury Wine Estates Celebrates the Debut Season of Squealini
Squealini, the refreshing and vibrant new drink, made an unforgettable debut at the Australian Open (AO) this January, adding a burst of energy to the tournament’s already lively atmosphere. The spritz-style wine, part of Squealing Pig’s partnership as the official wine sponsor of Melbourne’s AO, offered guests a delightful and bubbly alternative to traditional beverages, resonating with a wide array of visitors from across the globe. Throughout the month, the drink served as a perfect companion for fans enjoying world-class tennis, capturing attention with its innovative approach and refreshing flavours.
The Australian Open, held annually in Melbourne, is one of the most significant sporting events in Australia, not only for its thrilling tennis matches but also for its substantial impact on Melbourne’s economy, especially the hospitality and visitor sectors. As one of the country’s top economic drivers, the AO attracts thousands of international and domestic visitors, all eager to participate in the excitement. This year, the event saw record-breaking attendance, with a crowd of 1.2 million people. The increased levels of spending at hospitality venues, paired with the enthusiasm surrounding the tournament, provided the ideal backdrop for Squealini to shine.
Squealini, with its bright pink branding and light, effervescent appeal, quickly became a fan favorite among attendees. The drink, available in three refreshing flavours—Zesty Lemon, Fuzzy Peach, and Spiced Apple Pie—brought a contemporary twist to the traditional European summer spritz. Squealini’s debut at the Grand Slam Oval, housed within the vibrant Squealing Pig Wine Terrace, offered a fun and memorable way to experience the event, further solidifying its place as one of the must-try drinks of the summer. Fans flocked to the terrace to enjoy the new product, sipping the spritzes as they watched the exciting matches unfold.

Sarah Parkes, TWE’s General Manager of Sales & Marketing for Australia and New Zealand in the Treasury Premium Brands division, shared her enthusiasm for the product’s success at the event.
“Squealing Pig has built a reputation for fun, flavour, and wit, and Squealini is no exception,” she commented. “We’re thrilled with the reception it’s had with consumers and retailers at one of Australia’s highest-profile sporting events; it’s a credit to the winemaking, marketing, and customer insights teams to see such a successful Aussie twist on the classic European tradition of a summer spritz.”
The vibrant spritz-style wines not only caught the attention of tennis fans but also gained traction on social media, with retailers and influencers alike praising the drink as the flagship beverage of the summer. For one of Australia’s largest liquor retailers, Squealini was the number-one new product development in the wine category over the past six months, reflecting its rising popularity and widespread appeal.
Squealini’s charm wasn’t limited to event attendees. Celebrities and influential figures were also quick to embrace the new drink, including author, podcaster, diversity advocate, and former Miss Universe Australia Maria Thattil. She celebrated Squealini’s Spiced Apple Pie flavour as the perfect drink for the festive season, particularly when shared with loved ones. Thattil’s endorsement helped further solidify the drink’s status as a trendy, refreshing option for consumers seeking something new and exciting in their glass.
The success of Squealini at the Australian Open is just the beginning of what promises to be a summer full of appearances and collaborations. Fans can expect to see Squealing Pig pop up at some of Melbourne’s most popular venues in the coming months, offering even more opportunities to try the drink. In addition, the brand is set to bring back its popular Pride Labels, celebrating diversity and inclusivity in the spirit of summer fun.
TWE Pride, an employee resource group dedicated to fostering inclusivity and diversity within the company, was also actively involved in Squealing Pig’s campaign, marching alongside the team at Melbourne’s Midsumma Festival. Squealing Pig proudly participated as a Silver Partner of the festival, further solidifying the brand’s commitment to diversity and social causes. And as the festivities continue, Squealing Pig is preparing to return as the official wine partner of the Sydney Gay and Lesbian Mardi Gras, which will take place in mid-February, further strengthening its connection to celebrations of inclusivity, joy, and self-expression.
Squealini’s debut season has proven to be a resounding success, and the drink is set to continue making waves as the summer unfolds. With its innovative flavours, engaging brand identity, and strategic partnerships, Squealini has already secured its place as one of the most talked-about new beverages of the season. Whether at major sporting events, festivals, or popular Melbourne venues, Squealini is quickly becoming a must-try drink for those seeking something new, refreshing, and full of energy. As the celebrations roll on, Squealini’s growing presence promises to bring even more vibrancy to the Australian summer.