Treasury Wine Estates moves into hard seltzer category

By Éilis Cronin in Alcohol 12th July 2021

Treasury Wine Estates is launching two hard seltzers for its 19 Crimes wine brand, in a move designed to “appeal to a new generation of wine drinkers”.

The range is available in Lime Bitters and Raspberry & Black Pepper flavours, in 330ml cans with a 5% ABV, retailing at £2.50.

The launch will be supported by social media activity and sampling campaigns across the year.

Hard seltzers are forecast to be the fastest growing section of the ready-to-drink category over the next five years, said the brand, with cans being an increasingly popular format for on-the-go and single serve occasions.

They also appeal to those looking for low ABV wines, with 44% of UK alcohol drinkers who are aged 25- to 34-years old considering drinks with a lower ABV appealing.

Ben Blake, head of marketing at Treasury Wine Estates, said: “This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand.

“The brand will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavour profiles.

“The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”