Treasury Wine Estates is launching 19 Crimes’ wine-and-soda premix Calimocho Cocktail in the UK, backed by the brand’s first TikTok campaign.
The extension, part of the group’s 19 Crimes wine & spirits brand, is available from this week in the country’s off-premise through retail multiple Morrisons. The line has gone on sale at a promotional price of GBP7.50 (US$10) per 70cl bottle, but will revert to an SRP of GBP9 (US$12) in the coming weeks.
A “targeted TikTok campaign” has commenced this week on a new ’19crimesuk’ account. Global Drinks Intel has requested further information on marketing activity accompanying the rollout.
Calimocho Cocktail consists of two SKUs, both with an ABV of 9%: cola (below), which is a take on the Spanish wine-and-cola cocktail Kalimotxo, and lemon (above), which is made with white wine and lemon soda.
“With fan-favourite soda flavours we know our consumers will love, and a targeted TikTok campaign putting Calimocho on the radar of those wanting to kick back and have fun this summer, we’re confident Calimocho will be at the heart of social sharing moments on the long, hot summer nights in the days and weeks ahead,” said 19 Crimes international marketing manager Chantal McDowell.
Last summer, Treasury rolled out its “biggest out-of-home (OOH) advertising campaign” to date for 19 Crimes across the UK and Ireland. The initiative featured large-format digital displays, roadside screens, digital vans, paid social and in-store activations.
Calimocho Cocktail’s UK launch follows wine group Vinarchy’s roll-out of a cola-based RTD extension of its flagship Jam Shed wine brand in April. ‘Jammy Red Wine x Cola’, a 7%-ABV mix of the Australian wine brand with cola, carries an SRP of GBP2.50 (US$3.40) per 25cl can.
