Treasury Wine Estates has added a Chardonnay varietal to its 19 Crimes bag-in-box portfolio.
19 Crimes Chard (13.5% ABV) is a rich oaked white wine, featuring flavours of ripe stone fruit flavours softened with honey, butterscotch and vanilla notes. The 1.5l bag-in-box holds the equivalent of two bottles of wine that can be consumed for up to six weeks once opened.
Like the brand’s wines in bottle, it features AR technology on-pack with 19 Crimes’ character Jane Castings coming to life via one of TWE’s Living Wine Labels. The box is sustainable and more environmentally friendly than transporting glass bottles.
TWE will support the launch with in-store activity, social & influencer engagement, and PR throughout the autumn.
Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, commented: “Based on our 19 Crimes Red and Rosé 1.5l bag-in-box performance, we are expecting the Chard to deliver a significant uplift to value sales of the overall bag-in-box category, and continue to strengthen the Red, White and Rosé BiB category, driving value for our brand and our customers.”
“We expect this new product to recruit more millennial consumers and encourage repeat purchase of this much-loved brand.”
