Treasury Wine Estates has unveiled a new addition to its 19 Crimes portfolio, moving the brand into the sparkling wine category for the first time.
Launching in October, 19 Crimes Sparkling White (75cl, RSP £10 to £12) is an Australian sparkling wine aimed at recruiting millennials “into the category through disruption and defiance of convention”. With a taste profile aligned to current consumer trends, TWE says it’s ideal for party occasions.
The launch will be supported by an integrated marketing campaign that will include in-store activity, social-led content, influencer engagement and PR from October through to the festive season.
Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, said it was an easy decision to launch in the build-up to Christmas.
He added: “We expect 19 Crimes Sparkling White to recruit more millennial consumers and encourage repeat purchase of this much-loved brand.”
