The burgeoning fruit wine category is to get a boost in the on-trade with the launch of Blossom Hill Spritz.

Brand owner Treasury Wine Estates is rolling out a 275ml bottle exclusively to pubs and bars, following a rebrand of the drink from Blossom Hill Fruit Bloom.

Targeted at younger millennials, particularly females, who enjoy fruit ciders and RTDs, the company sees the range as way to introduce this segment of the market to the wine category.

It's lightly sparkling, 5.5 per cent ABV and comes in two flavours: Elderflower & Lemon and Raspberry & Blackcurrant.

"As buyers look to review their drinks list for this summer they should certainly look at this exiting NPD aimed exclusively at the on-trade," said head of marketing, Caroline Thompson-Hill.

"The combination of 5.5 per cent ABV and its lighter, bubblier taste makes Blossom Hill Spritz more refreshing and perfect for longer drinking occasions."

The variants should be served in a tall glass, over ice and garnished with fresh fruit.

Millennials now make up the majority of wine drinkers in the US and the industry is reposnding with a raft of Millennial-friendly launches.