Treasury Wine Estates’ 19 Crimes brand has launched a new spiced rum, marking its first venture into the spirits category.
The 19 Crimes Spiced Rum, which is available now in Tesco, was produced in partnership with Quintessential Brands. Created with the aim of introducing new drinkers to the rum category, it is the first spirit to be launched by the wine brand.
Explaining the brand’s move into spirits, Russell Kirkham, head of regional marketing EMEA for Treasury Premium Brands, said: “After experimenting with barrel aged wines with our 19 Crimes Uprising range, we wanted to push the boundaries even further – taking a bold leap and creating a 19 Crimes Spiced Rum was the next natural step for us as a brand.
“The 19 Crimes Spiced Rum is a new and disruptive take on the rum category with a product aimed to open the eyes of the younger consumer to a world of high-quality spirits.”
The launch will be supported by a series of in-store and digital activations including 19 Crimes Spiced Rum display units.