Treasury Wine Estates has unveiled two new wine brands designed to bring more young male drinkers into the category.
Research shows that 18-34 year old males drink wine less frequently than their female equivalents or older men, often citing lack of knowledge about the sector. The new brands have been created with a focus on distinctive branding and packaging rather than grape or wine styles in order to interest this age group better.
19 Crimes is a 14% abv Australian red wine with packaging themed around the original offences that led to deportation to Australia. Although the liquid is mostly shiraz, the grape variety is not a main feature of the pack design, and the product is already the 15th best-selling red wine in America, where it was launched three years ago. The rrp is up to £9.99, coming down to £6.99 on promotion.
The second new brand is Gentleman’s Collection, which features quirky labelling and an “endorsed by Lindeman’s” strapline to give potential buyers reassurance. Available in cabernet sauvignon and chardonnay styles, with an added dash of fortified wine, the main consumer is expected to be slightly older than for 19 Crimes. The launch price is £7.49, with the long term price expected to align around the £10 mark.
The two new wine brands are expected to perform particularly strongly in the convenience sector, as the target audience shop frequently at local stores. 19 Crimes has been available at Bargain Booze and Wine Rack since May, with Costcutter and independent cash and carries also agreeing to stock all three products.