Wine brand 19 Crimes launches new rosé variant

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Treasury Wine Estates (TWE) has announced the launch of a rosé variant under its leading millennial wine brand 19 Crimes.

Arriving in time for the all-important summer season, 19 Crimes Rosé (13.5% ABV) is a dry-style rosé, featuring lifted red berry flavours and a slight floral note, finished with sweet spice and encased in a unique bottle design. The bottle features AR technology on-pack with 19 Crimes’ new roguish character, Robert Cranston coming to life via one of TWE’s famous Living Wine Labels.

“As the 19 Crimes brand continues to make waves within the wine category, we are seeing it continue to deliver significant value and volume growth (ca. 160% value and volume growth). The new rosé wine has been designed to recruit millennial consumers and encourage repeat purchase, with its flavour profile upholding the key credentials of the much-loved brand,” said Ben Blake, head of marketing EMEA at TWE.

“Flavours are a key driver for millennial audiences when it comes to discovering the wine category, and research shows that 35 y/o are more attracted to rosé varietals, with 52 per cent of wine drinkers already drinking rose – we’re excited to continue pushing the brand in new directions.”

19 Crimes Rosé is available now in Asda and will be rolling out in Morrison’s stores from July. The product will be available to wholesale and independents from August. RRP: £9.00.

The launch will be supported across key social media channels, through influencer engagement, and at sampling events throughout the summer months.