Treasury Wine Estates is set to launch a tempranillo varietal of its 19 Crimes brand in the UK.
The 12%-ABV extension (below) will roll out at the end of this month to the country’s off-premise channel, available through multiple Sainsbury’s, and online with an SRP of GBP7.50 (US$10) per 75cl bottle. The company said it expects the release will “bring younger consumers into the brand, who are looking to explore wine options outside of Australia”.
The tempranillo will also be available for purchase from Excelsia in Spain.
“Tempranillo is a varietal that is growing in value at 4.1% ahead of both the total still wine market and red wine,” said senior brand manager Chantal McDowell. “It’s becoming hugely popular with shoppers and we wanted to provide 19 Crimes fans, who are looking to explore wine options outside of Australia with more choice and variety within the existing 19 Crimes range.”
Last month, Tim Ford lined up his departure from the helm of TWE. Replacing him will be Sam Fischer, the current CEO of Kirin Group’s Lion division and former regional president with Diageo.
