Treasury Wines Estates has launched a second brand targeting a previously unidentified consumer segment, the male millennial.
The Gentleman’s Collection is a sub-brand of Lindeman’s, which will roll out first in the UK in the impulse channel.
The range currently consists of a Cabernet and a Chardonnay, each of which also contains a dash of fortified wine as a homage to the 19th century, when Lindeman’s was first established.
Shaun Heyes, business sector controller, wholesale & convenience for TWE, said: “Gentleman’s Collection perfectly fits the target market of 18-34 year olds. They seek non-conventional brands and labels and they love discovery.
“We are very happy to launch this first into the Impulse channel, as our target consumer’s shopping behaviour very much focuses on the convenience channel.”
Bargain Booze, Wine Rack and Costcutter have already confirmed listings.
TWE’s first product aimed at the male millennial launched in May this year.
The 19 Crimes brand is positioned as a wine for consumers to drink without regard for any perceived rules about how to enjoy wine.
Its name is taken from the 19 offences which carried the punishment of transportation to Australia in the 19th century.
The brand was launched into selected Asda, Wine Rack and Bargain Booze stores.
It will shortly roll out across the whole Asda estate and has also won listings in the convenience sector with Costcutter and Nisa, among others.
According to research from Kantar, only 34% of UK men aged 18 to 34 drink wine at least once a month, as opposed to over 40% of women in the same age group.
TWE believes this group offers is a potential for category growth of £76m – including £16m in the impulse channel.
“Our consumer research has shown us that this group of people are intimidated by what confronts them in the wine aisle,” Heyes said.
“They want stories from their brands, authentic heritage, great packaging and recommendations from their peers.
“In 19 Crimes and Gentleman’s Collection we have two brands that will appeal to them as they break down the barriers of wine and offer them something relevant and appealing.
“There is no question that Male Millennials are looking for different things from wine – things that are not being offered to them on shelf right now.”