Treasury Wine Estates is launching “The Banished” into its male millennial wine range 19 Crimes.
The 19 Crimes Augmented Reality (AR) app is also being launched as listings of “The Banished” roll out in the run up to Halloween.
The Banished is a dark red blend produced using extra tannin extract, leaving a taste with enhanced darker fruits and dark chocolate notes on the finish. The label features James Wilson, a convict who was found guilty of treason in the 19th Century and sent to Australia. Originally launched in Asda, earlier in the summer, it has secured listings in Bargain Booze and Costco, with listings coming up in Go-Local, Parfetts and Today’s Group in the build-up to Halloween.
Male Millennial wines are one of the growing success stories in the wine sector. Kantar recently outlined a significant gap in wine consumption amongst men aged between 18-34, with their insights showing that only 34.4% of male millennials drank wine purchased in the off-trade each month, the lowest of any demographic group.
Since its launch in the UK in 2015, the brand has enjoyed excellent growth with latest figures showing the brand enjoying a 86% year on year value growth in total off-trade in the 12 months up to 15 July, the brand says, while in grocery it has a rate of sale over four times higher than its nearest competitor. At the same time it has added significant value to the overall wine category, with an average price of over £7 a bottle.
The new app allows shoppers to hover a smartphone over the bottles to bring the character on the label to life, sharing their stories of rule breaking that sent them across the ocean to Australia.
Tom King, managing director, Europe, said: “This is a very exciting time for the 19 Crimes brand. The latest market insights show that there is strong demand for our wines amongst this very important market segment. So it is a perfect time to launch “The Banished” in the UK, a wine that perfectly targets our core consumers.
“We are also hugely excited by the launch of our Augmented Reality app across the whole 19 Crimes range. Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation brings the 19 Crimes story to life. There is nothing else like it out there in the market and you really have to try it to see how good it is. It speaks directly to our target consumer and is yet another string to the bow of this fantastic brand.”