19C Chard 1.5L BiB

Treasury Wine Estates (TWE) has unveiled a brand-new addition to its 19 Crimes bag-in-box range. It has added Chardonnay to its bag-in-box offering.

It will be supporting the launch of 19 Crimes Chard 1.5l BiB, with an integrated marketing campaign which will include in-store activity, social & influencer engagement, and PR throughout the Autumn.

Ben Blake, head of marketing EMEA at Treasury Wine Estates, said: “Based on our 19 Crimes Red and Rosé 1.5l bag-in-box performance, we are expecting the Chard to deliver a significant uplift to value sales of the overall bag-in-box category, and continue to strengthen the Red, White and Rosé BiB category, driving value for our brand and our customers.”

“Extending Chard to bag-in-box was an easy decision; offering consumers this well-loved wine in a new format that taps into sustainability and complements a wide variety of drinking occasions, given the volume and 6-week shelf life. We expect this new product to recruit more millennial consumers and encourage repeat purchase of this much-loved brand.”