Treasury Wine Estates is breaking out of the traditional wine category with its launch of brand 19 Crimes’ two new hard seltzers. The brand popular with millennials will offer two unique flavours: Lime Bitters and Raspberry and Black Pepper. The recognizable 19 Crimes branding will feature on the new 330 mL cans.
The seltzer launch seeks to target a younger audience by offering new flavour profiles in a ready-to-drink format and aims to meet the increased demand of young consumers for a lower alcohol beverage. TWE’s hard seltzer will contain 5% ABV and will retail in the UK for £2.50 per can.
The hard seltzer market, which is only five years old, was valued at $4.5 billion in the US last year and is expected to continue to grow by 16.2% per year until 2027. kw