Treasury Wine Estates launched a line of wines called Be., created to appeal to female millennial consumers, including those new to the wine category, the company says. Be. enables consumers to match their wine with their mood by the playful characteristics highlighted on each variety. The 2011 Be. Fresh Chardonnay is a light un-oaked wine with green apple flavors and hints of citrus, while the full-bodied 2011 Be. Radiant Riesling offers fruit flavors and floral notes, the company says. The 2011 Be. Bright Pinot Grigio features citrus flavors and a crisp, fresh finish, while the 2011 Be. Flirty Pink Moscato is full of berry and floral notes, it adds. Each bottle retails between $9.99 and $12.99.

Treasury Wine Estates, Napa, Calif.
Telephone: 707/259-4500
Internet: www.bewinery.com
Distribution: National