Treasury Wine Estates (TWE) has expanded its premium 19 Crimes portfolio with the introduction of a bag-in-box format launching across major supermarkets in the UK this month.
The sophisticated 1.5L box – featuring the flagship 19 Crimes Red Wine – has been developed to offer a premium and sustainable format option to the brand’s engaged millennial audience, as an introduction to the fast-growing bag-In-box category.
The 19 Crimes bag-in-box launch will be supported by an ATL and social media campaign centred around Halloween, targeting audiences on Facebook and Instagram. The campaign will focus on encouraging people to experience the Living Wine Labels app by bringing the story on pack to life and positioning 19 Crimes as the wine to buy for Halloween.
The introduction of the 19 Crimes bag-in-box format offers a route for the brand’s younger audience demographic to further explore the category with the consistency of quality offered by a reputable premium brand.
Insight shows that over the last two years, the bag-in-box category has recruited 40% more shoppers (+890K) than it has lost, with new shoppers being much younger than those who have left[i]. Whilst older shoppers have continued to hold the majority share of sales within the category, shoppers under the age of 44 have become much more engaged in the format with purchase intent up 10.6 x per year, and up 2.1 x vs last year[ii].
Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates, says: “We’re delighted to announce that we are adding a bag-in-box format to the 19 Crimes portfolio. As the UK’s #1 Millennial Wine Brand[iii], 19 Crimes has a proven track record for driving value and volume growth adding £18 million to the category[iv], and bringing younger consumers to the wine category. The new format provides a convenient, premium and sustainable alternative for this audience, whilst catering to the all-important sharing occasion.”
19 Crimes is enjoying stellar growth in the UK, with total volume growth of 87% and value growth 89% year on year.[v]
19 Crimes Red Wine 1.5L bag-in-box is currently available in Tesco and Morrison’s – RSP £18 ABV 14%.
[i] Kantar Purchase Data 52 w/e 12th July 2020
[ii] Kantar Purchase Data 52 w/e 12th July 2020
[iii] Nielsen Scantrack – 8.8.2020
[iv] Nielsen Scantrack – 8.8.2020
[v] Nielsen Scantrack – 8.8.2020