Treasury Wine Estates has extended its 19 Crimes wine range with the launch of a Cabernet Sauvignon in to the Co-op.
Targeted at male millennial customers, the NPD has an abv of 13.5% (rsp: £8.99/750ml). It marks the first single varietal wine from the Australian brand to hit shelves in the UK. Its sister variants, The Banished and Dark Red, are blends.
While sweeter red blends brought consumers in to the category, single varietals were “the next step in their wine journey as they become more involved” said TWE marketing director Kirstie McCosh.
The new Cabernet Sauvignon’s bottle features Michael Harrington, an exiled convict known for escaping imprisonment in Australia in 1976 by using a tiny boat to board an American whaling ship. Its packaging is fully compatible with the recently launched 19 Crimes Augmented Reality app, through which shoppers can see the ‘rogue’ characters on the bottles speak to them.
Sales across the 19 Crimes portfolio were up 90.1% to £2.3m over the past year [Nielsen 52 w/e 15 July 2017].