Treasury Wine Estates continues to drive success for 19 Crimes with launch of Sauv Block

Treasury Wine Estates, global winemaker and distributor, continues to drive success for its innovative brand, 19 Crimes – and has launched a new addition to the portfolio – 19 Crimes Sauv Block.

19 Crimes Sauv Block complements the wider 19 Crimes offering, encouraging consumers to explore the range in more depth. Sauv Block adds to the existing five varietals in the portfolio, each presenting a unique offering to the category and is now available at Asda RRP £9.

Recently recognised as the 4th Most Admired Wine Brand 2020, 19 Crimes now boasts listings across its portfolio in the four largest multiple retailers across the UK, having recently secured a listing for 19 Crimes Red Wine in 355 J Sainsburys stores.

In addition, the brand has launched a social media campaign that focuses on bringing people together through music. Created with a millennial audience mindset, the brand will be hosting a three-month campaign, starting in June, based on interactive Instagram sessions. Utilising fixed posts and Instagram Stories, the campaign will be centred around the positivity and power of music. 19 Crimes Virtual Open Mic will see influencers showcase their musical talents and encourage others to consider music as a creative outlet. Selected influencers will also task their followers to share their Living Wine Labels experience using hashtag #BanishConvention.

Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates says: “We are delighted with the success of 19 Crimes and to have expanded our range with Sauv Block, and distribution across the portfolio of wines. The brand has unlimited potential to unlock in the sector and has continued to thrive since launching in the UK. It has successfully tapped into the increasing millennial mindset and demand for wines that have a story to tell, whilst encouraging exploration and education of the wider range. Our social media campaign also opens up the category to even more consumers, connecting to those who enjoy musical and creative occasions.”

19 Crimes value sales continue to stay strong despite increasing competition, with total sales for the last 52 weeks up by 83.4% in value and 82.2% volume.