The 19 Crimes Chard is being launched by the Treasury Wine Estates (TWE) in a new bag-in-box option to provide consumers with a way to keep fresh chardonnay on hand for longer.
The boxed wine features 1.5-liters of Chardonnay within that, once tapped, will stay fresh for up to six-weeks to make it great for placing in the fridge for when guests come over. The wine comes as the third product to be brought to its bag-in-box option and is expected to be a hit as we head into the holiday season thanks to its entertaining-ready size.
Head of Marketing EMEA at TWE Ben Blake spoke on the new boxed 19 Crimes Chard saying, Extending Chard to bag-in-box was an easy decision; offering consumers this well-loved wine in a new format that taps into sustainability and complements a wide variety of drinking occasions, given the volume and 6-week shelf life. We expect this new product to recruit more millennial consumers and encourage repeat purchase of this much-loved brand."
Freshness-Focused Boxed Chardonnays
The 19 Crimes Chard Now Comes in a Bag-in-Box Option
Trend Themes
1. Boxed Wines - The trend of offering well-loved wines in a new boxed format with sustainability ethic and shelf life enhancement presents an opportunity for the wine industry to retain customers by adapting to newer formats.
2. Wine Bag-in-box Options - Developing bag-in-box option for various types of wines pave the way for extending the shelf life, promoting sustainability, and retaining younger customers for the wine industry.
3. Sustainable Wine Packaging - Sustainability-focused packaging with longer shelf-life opportunities presents an interesting opportunity for the wine industry to attract young and green-minded customers and to grow the market share of their brands.
Industry Implications
1. Wine Industry - The wine industry can leverage sustainable packaging and newer formats to entice younger customers and retain brand loyalists.
2. Beverage Industry - As the trend of innovative packaging gains momentum, it presents potential growth opportunities to the beverage industry, especially with the increasing interest in green and sustainable products.
3. Packaging Industry - The packaging industry can capitalize on the trend of sustainability and innovation by developing newer and sustainable packaging formats and solutions to align with the changing demands of the wine and beverage industries.