Treasury Wine Estates 19 Crimes Cabernet Sauvignon

Treasury Wine Estates' 19 Crimes Cabernet Sauvignon

Treasury Wine Estates' 19 Crimes Cabernet Sauvignon

Category - Wine, 13.5% abv

Available - From this month

Location - UK, US

Price - In the UK, SRP of GBP8.99 (US$12) per bottle

Treasury Wine Estates has launched a third expression in its male-focussed 19 Crimes wine range, and the first to come from a single varietal. Past releases - 19 Crimes Red Wine and The Banished - were red blends. The new release continues to target male Millennials but because it is a single varietal gives the demographic the "opportunity to enjoy different wine experiences", TWE said today.

19 Crimes Cabernet Sauvignon will be available in the US and UK, with plans for it to be available in other European markets in the coming months, a TWE spokesperson told just-drinks.

The company said 19 Crimes has already been a UK success, with sales up 70% and volumes up 60% in the past year, according to Nielsen data.

"However, we are always looking for the next stage in the Male Millennial journey with wine," the company added. "Single varietals is the next step in their wine journey as they become more involved."

The launch comes a month after the release of The Banished as well a new 19 Crimes app, which uses augmented reality technology. Consumers can place their 'phones over special packs to receive brand stories. 

The 19 Crimes range was was first launched in 2015.

Why the wine industry is failing women – Click here for a just-drinks comment