Treasury Wine Estates has strengthened the relationship between its 19 Crimes wine brand and US businessperson & TV personality Martha Stewart.
Almost exactly a year after the release of Martha’s Chard, a 13.8% ABV California-sourced Chardonnay, the company’s US division has commenced the roll-out of a lower-ABV version in the country. Martha’s Lighter Chard, which is 8.5%, will lean into Stewart’s “lifestyle guru” positioning in the hope the wine will “be a disruptor in the ‘Better for You’ category”.
Priced at US$14.99 per 75cl bottle, the extension is available nationwide since late last week.
The year-old tie-up with Stewart works alongside a similar arrangement for 19 Crimes with Snoop Dogg that has found success with the Snoop Dogg Cali Red Blend.
In its results for fiscal 2022 – to the end of June – Treasury reported a near-5% slip in sales due in part to the group’s divestment of a raft of “commercial” brands in the US in March 2021.
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