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July 12, 2021

Treasury Wine Estates’ 19 Crimes hard seltzers – Product Launch

The new range aims to bring younger consumers into the wine category.

By Andy Morton

  • Category – Hard seltzers, 5% abv
  • Available – From this month
  • Location – The UK
  • Price – SRP of GBP2.50 (US$3.50) per 33cl can

Treasury Wine Estates has launched a hard seltzer range for the 19 Crimes wine brand.

The 5%-abv sparkling waters target younger legal-age consumers to attract them into the wine category, Treasury said today. Two flavours are available – Lime Bitters & Raspberry and Black Pepper – each containing 99 calories per 33cl can.

“This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand,” said Treasury’s EMEA marketing head, Ben Blake. “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.”

Other wine companies have released hard seltzers in the UK. Last year, Accolade Wines launched Echo Falls Rosé Seltzer.

Are hard seltzers paving the way for ‘soft seltzers’? – Click here for a Just Drinks comment

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