Treasury Wine Estates targets male millennials with The Banished

31 August, 2017

Notorious 19th century revolutionary James Wilson has been immortalised in a bottle of wine as Treasury Wine Estates has based its new 19 Crimes expression on his exploits.

Wilson joined the British Army at the age of 17 to avoid trial for battering a policeman, but was later found guilty of desertion and mutinous conduct amid a Fenian uprising.

He was convicted of treason and sentenced to death, but this was later reduced to hard labour and he was shipped off to Australia – TWE’s home.

Wilson has a striking face, large eyes, sunken cheekbones, a broad forehead and protruding ears, and this could have played a part in him being selected as the face of the new wine.

It is called The Banished and is a dark red blend, which TWE described as a wine produced using extra tannin extract, leaving a taste with enhanced darker fruits and dark chocolate notes on the finish.

19 Crimes is a brand aimed at male millennials and retailers have backed it in their droves, with Asda, Bargain Booze and Costco among those to get on board with the new launch.

According to TWE and Kantar, in the 12 months leading up to 15 July this year, the male millennial segment has shown 95% value growth in wine sales and “in a number of key areas 19 Crimes is proving to be the standout performer”.

The brand was launched in 2015 and has seen strong growth, with sales up 86% in the year to 15/7/17.

The Banished has been rolled out to coincide with Hallowe’en and a neck collar promotion will hammer this home.

Tom King, TWE’s managing director for Europe, said: “This is a very exciting time for the 19 Crimes brand. The latest market insights show that there is strong demand for our wines amongst this very important market segment. So it is a perfect time to launch The Banished in the UK, a wine that perfectly targets our core consumers.

“We are also hugely excited by the launch of our Augmented Reality app across the whole 19 Crimes range. Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation brings the 19 Crimes story to life. There is nothing else like it out there in the market and you really have to try it to see how good it is. It speaks directly to our target consumer and is yet another string to the bow of this fantastic brand.” 




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