The 19 Crimes Hard Seltzer Comes in Two Flavor Options
Michael Hemsworth — July 13, 2021 — Marketing
References: tweglobal & talkingretail
The 19 Crimes hard seltzer is a new offering from Treasury Wine Estates in the UK to offer consumers with a different option to enjoy when looking for a lower ABV alcoholic refreshment to enjoy. Targeted towards consumers aged 25 to 34, the drink comes in two flavor options including Lime Bitters and Raspberry & Black Pepper, which both come in 330ml cans with a 5% ABV and a price point of £2.50 each. The drinks are focused on delivering exceptional flavor and quality to help keep up with consumer demand for this style of alcoholic beverage.
Heading of Marketing at Treasury Wine Estates Ben Blake spoke on the new 19 Crimes hard seltzer saying, "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. The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”
Heading of Marketing at Treasury Wine Estates Ben Blake spoke on the new 19 Crimes hard seltzer saying, "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. The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”
Trend Themes
1. Low ABV Beverages - Expanding offerings of low ABV beverages to cater to the younger demographic who are looking for an alternative to traditional alcoholic beverages.
2. Brand Diversification - Expanding brand offerings to include non-traditional products with unique flavor profiles to capture new markets and consumers.
3. Alcoholic Seltzers - Expanding product offerings to include alcoholic seltzers, which are relatively new to the market, to appeal to consumers looking for low calorie and low alcohol content options.
Industry Implications
1. Alcohol Industry - Opportunity for alcohol companies to expand their offerings to include low ABV products to cater to younger consumers who are more health-conscious.
2. Food and Beverage Industry - Opportunity for F&B companies to create and offer low ABV and alcoholic seltzers to cater to consumers looking for healthier options and unique flavor profiles.
3. Marketing and Advertising Industry - Opportunity for marketing and advertising companies to create campaigns that target the young demographic and highlight the unique flavor and quality of low ABV and alcoholic seltzers.
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