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TWE launch targets growing male millennial segment

Published:  01 September, 2017

Treasury Wine Estates (TWE) has unveiled the latest product in its "male millennial" wine range, in a bid to cement its position in this increasingly sigificant category.

The Banished is part of TWE’s 19 Crimes range which has had success targeting males between the ages of 18 to 34.

The Banished is a dark red blend (using extra tannin extract to produce darker fruits and dark chocolate notes) and takes as its inspiration James Wilson, a historical convict who was found guilty of treason in the 19th century and sent to Australia.

The launch is part of the 19 Crimes range of wines which Treasury launched in 2015 to target the under-represented male millenial segment of the market.

The Australia-based company points to findings from Kantar, which showed that only 34.4% of male millennials drink wine purchased in the off-trade each month - the lowest of any demographic group.

According to TWE, in the 12 months leading to July 15, the male millennial segment grew by 95% in value, with 19 Crimes showing similar levels of growth.

The brand has seen 86% YOY value growth in total off-trade in the 12 months up to 15 July, and holds an average price of over £7 a bottle.

Having already launched in Asda earlier in the summer, TWE is now making a big push with The Banished in the run up to Hallowe’en, by also launching an Augmented Reality (AR) app which brings the story of the convict to life via on-shelf neck collars.