Treasury Wine Estates’ millennial wine brand 19 Crimes has launched its first rosé wine in time for summer.
The 19 Crimes Rosé (RSP £9, 13.5% ABV) is a dry-style rosé, featuring “lifted red berry flavours and a slight floral note, finished with sweet spice and encased in a unique bottle design”. The bottle features AR technology on-pack, with the brand’s new character Robert Cranston coming to life via one of TWE’s Living Wine Labels.
The launch will be supported across social media channels, through influencer engagement and at sampling events throughout the summer.
Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, commented: “As the 19 Crimes brand continues to make waves within the wine category, we are seeing it continue to deliver significant value and volume growth (ca. 160% value and volume growth). The new rosé wine has been designed to recruit millennial consumers and encourage repeat purchase, with its flavour profile upholding the key credentials of the much-loved brand.
“Flavours are a key driver for millennial audiences when it comes to discovering the wine category, and research shows that 35 y/o are more attracted to rosé varietals, with 52% of wine drinkers already drinking rose – we’re excited to continue pushing the brand in new directions.”
