19 Crimes wine brand launches a seltzer

Treasury, the owner of Penfolds, has used its more experimental brand 19 Crimes to launch a hard seltzer. A popular US beverage, seltzers are made of water, alcohol and flavourings. They have been growing strongly in the US and have recently been expanding in the UK.

19 Crimes has been one of the more innovative wine brands, launching an augmented reality app, adding flavourings to the wine, creating a 19 Crimes wine with rapper Snoop Dog and now crossing over outside of wine.

Ben Blake, head of marketing, EMEA, at Treasury Wine Estates, said: “This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand. The brand will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavour profiles.”