TWE enters hard seltzer category with two 19 Crimes variants


Treasury Wine Estates (TWE) has entered into the booming hard seltzer category, launching two variants under its leading millennial wine brand 19 Crimes.

Presented in a 330ml can with a unique design which leverages the distinctive look-and-feel of the 19 Crimes brand, the two new flavour combinations include Lime Bitters and Raspberry & Black Pepper.

At 5% ABV and containing 99 calories per 330ml, the new products appeal to a new generation of wine drinkers.

“This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand. The brand will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavour profiles,” commented Ben Blake, head of marketing, EMEA at TWE.

“The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”

Hard seltzers are forecast to be the fastest growing section of the RTD category over the next five years with cans being an increasingly popular format for on-the-go and single serve occasions. They also appeal to those looking for low ABV wines with 44 per cent of UK alcohol drinkers who are aged 25-34, considering drinks with a lower ABV appealing.

19 Crimes Seltzers have an RRP of £2.50 per 330ml can or can be sold by the case (12 x 330ml). The launch will be supported on social media, as well as through sampling activations across the year.