19 Crimes beer

19 Crimes Pale Ale launches in Australia

March 25, 2020
By Alana House

Treasury Wine Estates has released a limited edition 19 Crimes Pale Ale. The beer is designed to target millennial craft drinkers on the lookout for something new.

The soft-bodied Pale Ale features 19 Crimes’ bold and unique packaging, complete with its famous 19th century mug shot AR experience.

“19 Crimes is a true juggernaut, experiencing phenomenal global success and gaining traction quickly and organically here in Australia since launching in 2014,” said 19 Crimes Senior Brand Manager, Laura Wenn.

Today 19 Crimes – a $36million brand in Australia – is the No.1 contributor to growth in the wine market and is the No.1 contributor to Chardonnay and Shiraz growth. J

“Creating a Pale Ale felt like a natural, obvious next step for the brand as we know that our wine consumers equally enjoy discovering craft beer,” Wenn said.

“Almost 50% of purchases by craft beer drinkers are for beers they have never previously tried and we also know that craft beer buyers are 10% more likely to purchase wine than the average liquor shopper.

“We are confident that the 19 Crimes Pale Ale will prove successful with millennials thanks to its crisp taste, distinctive packaging and our ‘talking’ augmented reality label.”

TWE initially tested the water with three 19 Crimes beer styles in the US, which went on the market in April last year.

19 Crimes Pale Ale

19 Crimes Pale Ale launched this month at Cellarbrations, The Bottle-O, IGA Liquor and Ritchies liquor outlets, along with select on-premise and independent retailers. It is available in Australia until stocks last.

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