Treasury Wine Estates has launched three craft beers in the US under the 19 Crimes brand.
The release includes a Pilsner, an American IPA, and a Lager, which have initially launched in Ohio, with more states to come by the end of the year.
There’s also talk the range will soon make its way to Australia.
The Pilsner is made in a refreshing style with a medium dry finish. The India Pale Ale is a modern American IPA that is approachable yet complex and the Lager is clean and crisp, balancing bready malts with Old World and New World hop flavor.
In the US, the beers will be packaged in six-packs of 350ml cans and retail for $US13.
Like the 19 Crimes wine portfolio, the beers feature convicts on their labels and use the Living Wine Labels augmented reality app to tell their stories.
Last year, the 19 Crimes wine range surged 47% in the US, according to Impact Databank.
“19 Crimes is in its sixth year of phenomenal growth in the US, with sales exceeding two million cases,” said Michelle Terry, CMO of Treasury Wine Estates.
“We know that our 19 Crimes wine lovers also highly index as consumers of craft beer. There is so much opportunity with this brand, and our retailers and customers have been asking us to expand into other alcohol beverages.”
You can download the Living Wine Labels app from the Apple app store and Google Play Store.
TWE considers launching gin fizz in Australia
Meanwhile in the UK, TWE has tapped into the gin craze by launching Blossom Hill Gin Fizz.
According to the Australian Financial Review the idea came from a participant in a British focus group and will possibly launch in Australia later this year.
Gin is a star performer in the UK drinks market, with the category growing volume sales by 41% in 2018.
The 8.5% ABV beverage comes in two flavours – Lemon & Rosemary, and Rhubarb.
Bo Jakubenko, global marketing manager at TWE, said: “We know that gin is booming and that people are looking for refreshment and convenience from their drinks purchases. With Blossom Hill’s Gin Fizz we have developed a product that responds to this need.
“The launch further underlines our determination to modernise the Blossom Hill brand and to help make the wider wine category more relevant.
“By focusing on what the consumer wants and making wine more accessible via a fun, approachable brand like Blossom Hill, we are helping to ensure future category growth.”
According to Drinks Retailing News: “TWE pledged to dedicate a £1 million war chest to marketing the new Gin Fizz brand, while the launch will be supported by in-store activations. A Gin Fizz Botanical Bus will also visit ‘high footfall events’ in the UK during the summer.”