Treasury Wine Estates has launched a new addition into its 19 Crimes portfolio – 19 Crimes Sauv Block.
Complementing the wider 19 Crimes offering, 19 Crimes Sauv Block encourages consumers to explore the range in more depth and enables 19 Crimes to cater for more drinking occasions. Sauv Block adds to the existing five varietals in the portfolio, and is now available at a £9 RSP.
In addition, the brand has launched a social media campaign that focuses on bringing people together through music. Created with a millennial audience mindset, the brand will be hosting a three-month campaign, starting in June, based on interactive Instagram sessions.
Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates, commented: “We are delighted with the success of 19 Crimes and to have expanded our range with Sauv Block, and distribution across the portfolio of wines. The brand has unlimited potential to unlock in the sector and has continued to thrive since launching in the UK. It has successfully tapped into the increasing millennial mindset and demand for wines that have a story to tell, whilst encouraging exploration and education of the wider range. Our social media campaign also opens up the category to even more consumers, connecting to those who enjoy musical and creative occasions.”
In the last 52 weeks total sales for 19 Crimes were up by 83.4% in value and 82.2% volume.
