Treasury Wine Estates’ 19 Crimes brand has unveiled the newest addition to its lineup: canned wine.
Its rosé and chardonnay offerings are now available in 187ml canned versions from Tesco and Asda (£2.50 per can).
The move aims to make 19 Crimes wines even more accessible, following its efforts to “oust wine snobbery” and democratise the wine industry.
Russell Kirkham, Head of Regional Marketing (EMEA) at Treasury Wine Estates, said that through the launch of its cans, the brand is aiming to “challenge the notion that quality wine has to come from a glass.”
To mark the cans arriving in supermarkets and online, 19 Crimes is also rolling out ‘The Whine List’: a critique of snobby and outdated wine-drinking practices. The list includes stuffy traditions like drinking wine from specific glassware, sniffing before sipping, swirling, and scrutinising labels – practices which can make wine drinking seem complicated and overwhelming, especially for newcomers.
“With our new canned wines, 19 Crimes proves that you don’t need a fancy bottle or the ‘right’ glass to enjoy great wine,” said Kirkham.
“Instead, drinkers should feel empowered to create their own set of rules for savouring wine – and not be afraid to break them. Curiosity and adventure are at the heart of what we do at 19 Crimes. With our canned wine range and ‘The Whine List’, we empower wine lovers to forge their own path and discover the joy of wine on their terms.”
