19 Crimes range welcomes two new scoundrels

Two new rogues are joining the 19 Crimes gallery as brand owner Treasury Wine Estates bids to win over more Millennial consumers.

The 19 Crimes range launched in the UK in 2015 with the aim of appealing to young men that were not buying wine.

The various SKUs take inspiration from criminals of yesteryear and their nefarious deeds. The range has enjoyed strong year-on-year growth and sales rose to £3.2 million in 2017.

The Uprising and Chard are the two latest additions to the collections. The Uprising pays homage to the 1808 Rum Rebellion by ageing the red blend in rum barrels.

Chard is the first white wine in the range, after TWE identified a lack of white wine options specifically aimed at male Millennials on UK shelves.

Kirstie McCosh, marketing director, said: “19 Crimes Chard and The Uprising further honour the history made by the thousands of British men and women who were punished by transportation to Australia, and the culture they built.

“It is great to be able to satisfy customer demand for a white wine – given the thirst that Male Millennials have for white wines. Meanwhile with The Uprising we are tapping into the growing consumer demand for barrel-aged wines.”

Related articles: