Treasury Wine Estates (TWE) announced the launch of Convida, a wine brand rooted in Latino traditions and shared experiences that bring a vibrant energy to wine culture, it says.

Convida, meaning “with life,” is built around a simple idea: wine should feel like an invitation to connect, celebrate and bring people together, the company says. The debut includes two wines, Rosado and Blanco. Produced in California, Convida combines winemaking with cultural influence — Hecho in Cal with Latin soul, it notes.

“Hispanic consumers are increasing wine consumption faster than the general market, yet wine hasn’t always reflected how the Hispanic community gathers and celebrates,” said Chris Hernandez, senior manager of consumer insights at Treasury Wine Estates and co-lead of the company’s La Raza Hispanic Employee Resource Group, in a statement. “Convida is our way of changing that. We’re challenging the conventions of wine by centering Latino flavors and bringing a more culturally relevant, expressive point of view to the category.”

Sarah Bakx, president of BOLD Brands at Treasury Wine Estates, added: “We're excited to introduce Convida as we continue to challenge the idea that wine is only for a select few. Shaped in collaboration with the Hispanic community, Convida reflects a more inclusive, more expressive approach, built for how people gather, celebrate, and define the future of wine. Hispanic consumers represent one of the fastest-growing segments in the U.S., and Convida allows us to authentically integrate wine into those cultural moments that matter most.”

Blanco is bright and tropical with juicy notes of ripe mango and guava up front, balanced by a zesty hint of tajín-style chile y limón, creating a finish with just enough kick, the company says. Meanwhile, Rosado offers juicy sweet mango, tangy lime and a bold swirl of chamoy-inspired spice, balanced by subtle chili warmth and light salinity for a crisp, refreshing finish, it notes.

Convida wines are available for a suggested retail price of $14.99 a bottle at select retailers in Texas and California, with additional retail distribution across Florida to follow, it says.

www.convidawine.com