Retailers can target young adult male drinkers with a new launch from Treasury Wine Estates’ 19 Crimes.
Cabernet Sauvignon, RRP £8.99, is launching in Co-Op now but will be available to convenience retailers from January and joins 19 Crimes Red Wine and The Banished in the range.
The range’s labels feature pictures of British criminals that were sent to Australia in the 1800s. Customers can use the brand’s augmented reality app on to learn more about their stories.
Kirstie McCosh, Treasury Wine Estates marketing director, said: “The sweeter red blends bring consumers into the category and then they are keen to discover more. Single varietals are the next step in their wine journey as they become more involved,” she added.
In the past year, the brand has grown by 60% in volume sales and 70% in value.