Treasury Wine Estates’ 19 Crimes brand has broken into the hard seltzer category with the launch of two new products.
The 19 Crimes Seltzers (ABV 5%) are available in cases of 12 x 330ml cans (RSP £2.50) in two flavour combinations – Lime Bitters and Raspberry & Black Pepper – with 99 calories per can.
The launch will be supported on social media and through sampling activity.
Hard seltzers are forecast to be the fastest growing section of the RTD category over the next five years.
Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates, commented: “This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand. The brand will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavour profiles.
“The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”