Treasury Wine Estates (TWE) has unveiled a brand-new addition to its high performing 19 Crimes portfolio, moving into the sparkling wine category for the first time. Launching in October this year, 19 Crimes Sparkling White (750ml) is an Australian sparkling wine aimed at recruiting the LDA-34 consumer into the category through disruption and defiance of convention. It’s ideal for party occasions, with a taste profile aligned to current consumer trends.
Recognised as the #1 millennial wine brand in the UK[1], 19 Crimes is perfectly positioned to bring younger consumers into the sparkling wine category which currently under-indexes in the LDA–34 age bracket.[2] With the sparkling category achieving 12% value growth year on year[3], coupled with 19 Crimes having such strong penetration with millennials, 19 Crimes Sparkling White is sure to drive value among this consumer group, tapping into celebratory social occasions.
In the UK, Treasury Wine Estates will be supporting the launch of 19 Crimes Sparkling White (750ml), with a compelling integrated marketing campaign which will include in-store activity, engaging social-led content, influencer engagement and PR over the celebratory months of October to December.
Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, says “With the sparkling wine category under-indexing among millennials, despite excellent overall growth, we saw this as a real opportunity for 19 Crimes. The brand has such cut through with the LDA-34’s, and a proven track record of driving category growth among this age group, it was therefore an easy decision to launch this product in the build up to the Christmas period. We expect 19 Crimes Sparkling White to recruit more millennial consumers and encourage repeat purchase of this much-loved brand.”
19 Crimes Sparkling White (12% ABV) is a dry, Australian sparkling wine with a clean, fresh palate and notes of citrus and pear drops that consumers are sure to find appealing. The bottle features AR technology on the label with 19 Crimes’ roguish character, James Kiely coming to life via one of TWE’s famous Living Wine Labels. Discover the rebellious spirit of the new 19 Crimes Sparkling White available through both grocery and impulse channels RRP £12-£10.
19 Crimes Sparkling White is the next step of innovative NPD for the brand, having already expanded its bag-in-box offering this summer with the launch of 19 Crimes Revolutionary Rosé (1.5l), and further product launches in the pipeline across 2022 and 2023.
[1]**Nielsen Scantrack, Total Light Wine, Total Coverage, Value Sales, 52 we data to 13.08.22– Millennial brands – 19 Crimes, DarkHorse, Jam Shed, Apothic, The Duke, Chronic Cellars, Starve Dog Lane, XYZin
[2] Kantar Worldpanel, Sparkling Wine white. 52we, data up to 05.09.22
[3] Nielsen Scantrack, Sparkling Wine db, Total Coverage, Value sales, MAT, data up t 01.01.22.
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