19 Crimes adds Cabernet to range
Treasury Wine Estates has extended its 19 Crimes range with its first single varietal wine to hit British shores, a Cabernet Sauvignon retailing at £8.99.
TWE is investing heavily in the brand in a bid to win over “millennial males” that have shunned the wine category in favour of beer and spirits.
The Cabernet joins red blends 19 Crimes Red and The Banished in a three-strong range and it has already gained a listing at the Co-op. It will be rolled out across the wider off-trade later this year.
Marketing director Kirstie McCosh said: “19 Crimes has already proved to be a major success in the UK. In the last year it has grown by 60% in volume sales and 70% in value. However, we are always looking for the next stage in the male millennial journey with wine and we want to give them the opportunity to enjoy different wine experiences. The sweeter red blends bring consumers into the category and then they are keen to discover more. Single varietals is the next step in their wine journey as they become more involved.”
British rogues sent to the penal colony of Australia in the 19th century are portrayed on the labels, giving the wine its name.
The Cabernet Sauvignon features Michael Harrington, best known for orchestrating one of the most daring escapes from Australia.
In 1876, Harrington, along with six others, braved a typhoon in a tiny rowboat to board an American whaling ship in what is now remembered as The Catalpa Escape.