Treasury Wine Estates (TWE) its extending its 19 Crimes range with a new addition, 19 Crimes Sauv Block, RRP £9.

In addition, it has also launched a social media campaign that focuses on bringing people together through music. Designed with millennials in mind, the brand will run a three-month campaign based on interactive Instagram sessions.

19 Crimes Virtual Open Mic will see social media celebrities showcase their musical talents and encourage others to consider music as a creative outlet.

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Selected celebrities will also task their followers to scan the bottles using the company’s Living Wine Labels app and share them using the hashtag #BanishConvention.

Ben Blake, head of marketing for EMEA at TWE, said: “We are delighted with the success of 19 Crimes and to have expanded our range with Sauv Block, and distribution across the range of wines.

“It has successfully tapped into millennial demand for wines that have a story to tell, while encouraging exploration and education of the wider range. Our social media campaign also opens up the category to even more consumers.”

19 Crimes sales have grown by 83.4% in value and 82.2% volume in the past year.