19 Crimes has entered the hard seltzer category in the UK with two flavour combinations: Lime Bitters and Raspberry and Black Pepper.

Targeted towards consumers aged 25 to 34, both variants are 5% ABV and contain 99 calories per 330ml.

Head of marketing EMEA at Treasury Wine Estates Ben Blake 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.”

Unlike the rest of the 19 Crimes range, the seltzers do not feature augmented reality codes to tell the stories of the convicts on their cans.

The UK hard seltzer market is predicted to be worth £75 million by 2023. Francois Sonneville, senior analyst – beverages at Rabobank in the UK, notes: “The product will cannibalize their beer sales, but it will also attract consumers from competing segments, as well as bring new drinkers on board. Around half the hard seltzer drinkers in the UK are new to alcoholic beverages.”

The growing 19 Crimes empire

As Blake noted, TWE has chosen 19 Crimes to be its “disruptive” brand and innovator.

It is the number one brand contributing to growth in the Australian wine category. The brand was also announced earlier this year as No.4 in Drinks International’s ‘The World’s Most Admired Wine Brands 2020’ and, for the 5th consecutive year.

Snoop Dogg joined forces with 19 Crimes last year to create the first Californian wine in its portfolio, a unique red blend featuring Petite Syrah and Zinfandel. TWE said the collaboration was designed to “cast a modern lens” on the brand, which is inspired by rule-breakers and real stories of redemption.

The Snoop collaboration recently made its way to Australian shores and a Rose has been added in the US.

Angus Lilley, Treasury Wine Estates Chief Marketing Officer explained: “Snoop Dogg is a culture creator, innovator and a leader in pop culture,” he noted. “Australians love him, and they have been asking for this wine since it launched in the US back in July. We are truly excited to bring 19 Crimes Snoop Cali Red to Australia.”

The company also launched three craft beers in the US in 2019 under the 19 Crimes brand – a Pilsner, an American IPA, and a Lager. The range made its way onto Australian shelves last year.

Like the wine portfolio, the beers featured convicts on their labels and used the Living Wine Labels augmented reality app to tell their stories.

“19 Crimes is in its sixth year of phenomenal growth in the US, with sales exceeding two million cases,” said Michelle Terry, then CMO of TWE.

“We know that our 19 Crimes wine lovers also highly index as consumers of craft beer. There is so much opportunity with this brand, and our retailers and customers have been asking us to expand into other alcohol beverages.”

No word yet on whether the 19 Crimes seltzer will make its way Down Under. Stay tuned …

Why 19 Crimes teamed up with Snoop Dogg

Does hard seltzer have a future in Australia?