Treasury Wine Estates announces Australian launch of Sun Monkey, a new sake-infused wine collection that targets the younger generation of drinkers; collection includes a white blend and a Shiraz Grenache

October 11, 2023 (press release) –

Treasury Wine Estates has introduced a new sake-infused wine collection called Sun Monkey in Australia . The brand targets the younger generation of drinkers who are seeking unique alcoholic beverages. Sun Monkey draws inspiration from Asian cultural references, particularly the Monkey King, and features label designs by Chinese Tattoo Artist and Illustrator, JAX. The wines maintain their quality by originating from renowned wine regions in South Australia . The collection includes a white blend and a Shiraz Grenache , both infused with the essence of sake, offering a fresh and fruity flavor profile. Sun Monkey wines are now available in Australia .

Original Press Release:

Oct. 10 -- Treasury Wine Estates issued the following news release:

At Treasury Wine Estates , we have always believed in challenging conventions of traditional wine. Our latest innovation, Sun Monkey, delivers an industry world-first sake-infused wine collection now available in Australia .

Over the past decade, Asian fusion culture has captivated palates worldwide. And with 39% of Australian adults between the ages of 18 and 29 now actively seeking new, unique alcoholic beverages, Sun Monkey caters to the next generation of drinkers that crave variety and diverse experiences to share with friends.

The brand drew inspiration from Asian cultural references, particularly the legendary Monkey King, a symbol of freedom in Chinese folklore. The Monkey King, "born from stone," possessed supernatural powers that allowed him to break free from the constraints of society. This spirit of rebellion and self-expression was artfully captured on the label design by renowned Chinese Tattoo Artist and Illustrator, JAX.

"With so many different wines on the market it can be difficult to stand out from the crowd, so we are proud to introduce a world first, sake flavour infused wine to allow emerging wine consumers, an opportunity to enter the market without needing to know all the stuffy wine details, whilst also having a story to tell around the dinner table," said Kjetil Undhjem , Treasury Premium Brands' Chief Marketing Officer.

Sun Monkey wines maintain their strong credentials, originating from globally renowned wine regions in South Australia .

“The white blend is a delightful fusion of Aussie Chardonnay, Traminer, and Riesling, offering a fresh and fruity flavour profile that challenges traditional expectations. The Shiraz Grenache, on the other hand, introduces bright and fruity notes, all infused with the essence of sake, creating a truly distinctive taste experience,” said Sun Monkey’s Winemaker, Iskra Varbanova .

Sun Monkey Shiraz Grenache 750ml and White Blend 750ml are now available across Australia .

Source: Treasury Wine Estates

[Category: Liquor, Wine & Beer, Beverage & Tobacco, New Offerings]