19 crimes hard seltzer

Treasury Wine Estates’ 19 Crimes wine brand has moved into the hard seltzer category with the launch of two new flavours.

The Lime Bitters and Raspberry & Black Pepper varieties have an ABV of 5%, and come in 330ml cans, each one containing 99 calories. They have an RRP of £2.50 per can, or can be sold in cases of 12.

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The supplier is the latest to enter the hard seltzer category, which is forecast to be the fastest growing section of the ready-to-drink (RTD) category over the next five years. According to research cited by Budweiser, seltzer sales will total £600m by 2025.

Ben Blake, head of marketing, EMEA at Treasury Wine Estates, said: “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.

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“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.”

Treasury Wine Estates will support the new products through social media and sampling campaigns.

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