Treasury Wine Estates (TWE) is set to expand its 19 Crimes wine brand with the launch of its first sparkling wine variety.

19 Crimes Sparkling White (12% ABV) is launching in October in a 750ml bottle with an RRP of £10-£12.

The sparkling wine category is currently seeing 12% annual value growth, and TWE intends to target newcomers to the category with the new launch.

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It is a dry, Australian wine with notes of citrus and pear drops. The bottle features augmented reality technology on the label, which brings it to life.

Ben Blake, head of marketing EMEA at TWE, said: “With the sparkling wine category under-indexing among millennials, despite excellent overall growth, we saw this as a real opportunity for 19 Crimes. The brand has a proven track record of driving category growth among this age group, it was therefore an easy decision to launch this product in the build up to the Christmas period. We expect 19 Crimes Sparkling White to recruit more millennial consumers and encourage repeat purchase of this much-loved brand.”

TWE will support the launch with in-store activity, social media and influencer content through to December.

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