19 Crimes, the popular wine brand owned by Treasury Wine Estates, has launched a new “full flavour” mid-strength range of its Red and Chardonnay varieties.
The move aims to attract younger consumers to the brand, who are looking for wine options that are lower in alcohol.
Russell Kirkham, Head of Regional Marketing (EMEA) at Treasury Wine Estates, commented: “With Millennials and Gen Z becoming more holistically health conscious, they have new attitudes and perspectives towards alcohol compared to previous generations, they don’t necessarily want to drink ‘less’, they want to drink ‘smarter’.”
The 19 Crimes Mid-Strength range will be available in 750ml versions at 7% ABV. It will launch in Sainsbury’s on 29th September with an RRP of £8.00.
