Blossom Hill's Slogans & Taglines

Blossom Hill is a Californian wine brand founded in 1992 by Carol Thorup with a revolutionary mission: wine should be enjoyed, not debated. Rejecting complex terminology and vintage snobbery, Thorup focused on flavour, taste, and accessibility, creating an easy-drinking, fruit-forward portfolio that quickly captured everyday wine drinkers. The brand’s distinctive floral label and approachable style—spanning Soft & Fruity Red, Crisp & Fruity White, White Zinfandel, Chardonnay, and sparkling expressions—made it a staple in the UK off-trade, where it became the nation’s second-biggest wine brand by volume and value. Originally developed under Diageo’s Percy Fox division, it was acquired by Treasury Wine Estates in 2015 in a US$600m deal that transformed TWE’s UK commercial presence. Despite a 2024 plan to divest the brand amid a premiumisation strategy, TWE retained Blossom Hill in 2025 after offers failed to match its strategic value. The brand’s ethos has evolved from Thorup’s original anti-elitist crusade to a modern flavour-first positioning, categorising wines by sensory profiles—juicy, crisp, smooth, fruity—rather than traditional appellations.