19 Crimes' Mid-Strength Red & Chardonnay Appeal to Millennials & Gen Z
Laura McQuarrie — September 25, 2024 — Lifestyle
References: 19crimes & beveragedaily
Treasury Wine Estates' 19 Crimes wine brand launched a new range of mid-strength wines, including red and chardonnay options in 750 ml bottles at 7% ABV.
"With Millennials and Gen Z becoming more holistically health-conscious, they have new attitudes and perspectives towards alcohol compared to previous generations, they don't necessarily want to drink 'less,' they want to drink 'smarter,'" says Russell Kirkham, Head of Regional Marketing (EMEA) at Treasury Wine Estates.
Appealing to consumers who want to try wines that are lower in alcohol, these new releases deliver the uncompromising flavor and quality the brand is known for. While 19 Crimes Mid-Strength Red Wine boasts notes of dark cherries, chocolate and vanilla, Mid-Strength Chardonnay is a full-bodied option with ripe stone fruit flavors, toasty oak, honey and hints of spice that lead into a butterscotch and vanilla finish.
"With Millennials and Gen Z becoming more holistically health-conscious, they have new attitudes and perspectives towards alcohol compared to previous generations, they don't necessarily want to drink 'less,' they want to drink 'smarter,'" says Russell Kirkham, Head of Regional Marketing (EMEA) at Treasury Wine Estates.
Appealing to consumers who want to try wines that are lower in alcohol, these new releases deliver the uncompromising flavor and quality the brand is known for. While 19 Crimes Mid-Strength Red Wine boasts notes of dark cherries, chocolate and vanilla, Mid-Strength Chardonnay is a full-bodied option with ripe stone fruit flavors, toasty oak, honey and hints of spice that lead into a butterscotch and vanilla finish.
Trend Themes
1. Low-abv Beverages - Emerging demand for low-alcohol wines offers opportunities for brands to cater to health-conscious consumers with diverse palette preferences.
2. Health-conscious Drinking - Millennials and Gen Z's preference for 'smarter' drinking is shifting industry focus towards wellness-aligned alcohol products.
3. Flavor-rich Alternatives - Innovations in delivering full-bodied, flavorful wines with reduced alcohol content will capture the growing market for premium, yet healthier beverage options.
Industry Implications
1. Alcoholic Beverages - The rise of mid-strength wines is transforming the alcoholic beverage industry by blurring the lines between indulgence and health.
2. Health and Wellness - As social drinking trends shift, the integration of health-conscious products is becoming crucial within the health and wellness industry.
3. Millennial and Gen Z Markets - The appeal of mid-strength wines among younger consumers underscores the need for targeted marketing and product development in these demographics.
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