19 Crimes is moving into sparkling wines.
It has unveiled a new Australian Sparkling White (12% abv), billed as being “ideal for party occasions, with a taste profile aligned to current consumer trends” (rsp: £10-£12/75cl).
It was a dry wine with a “clean, fresh palate and notes of citrus and pear drops”, said 19 Crimes. The bottles feature AR technology, which animates the character on the bottle, James Kiely, when viewed with a smartphone.
The brand said it wanted to bring 18 to 35-year-old shoppers “into the category through disruption and defiance of convention”.
The launch will be backed by an integrated marketing push spanning in-store activity, social content, influencer engagement and PR from October to December.
It’s the latest in a series of range expansions from 19 Crimes, which over recent years has become one of the UK’s most powerful alcohol brands. As The Grocer’s Biggest Alcohol Brands 2022 report revealed earlier this year, it added £34m to its value over the year to 30 April – a 42.4% gain that made it the fastest-growing alcohol brand in the UK at the time of the report [NielsenIQ].
Past years have seen it move into new subcategories of wine such as bag-in-box and even coffee-infused wine, with the 2021 launch of its The Deported range.
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