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TWE ‘male’ duo signs up as official London Craft Beer Festival wine

Published:  17 May, 2017

Treasury Wine Estates (TWE) has signed a deal for its two ‘male millennial’ ranges to become official wine sponsors of London Craft Beer Festival (LCBF).

The 19 Crimes & Gentleman’s Collection portfolios will as part of the deal be served for the first time at the LCBF’s three events, which take place across the next few months.

The duo, launched by TWE in 2015 to fill a gap in the category for wines directly targeted at male drinkers aged18-34, perfectly fitted festival goers "desire to find and sample taste-led, innovative" craft drinks from across the globe, said TWE.

“We firmly believe that these wines will strongly appeal to the craft beer audience, who look for drinks brands that have great taste coupled with authentic and compelling heritage,” said European marketing director, Caroline Thompson-Hill.

The UK launch of Gentleman’s Collection and 19 Crimes followed research by Kantar Worldpanel that revealed only 34.4% of the targeted male age group drank wine purchased in the off-trade each month - less than any other demographic group.

This is significantly lower than women in the same age group (40.5%), men aged 35-50 (38.2%) and men aged 50+ (42.5%).

“The ‘male millennial’ demographic on the whole does not have a high level of wine knowledge and does not shop the wine aisle in-store like other groups, therefore wine brands need to find other ways of attracting their attention,” said Thompson-Hill.

Since launch, the duo had seen “great success”, with impressive growth, increased listings and “strong” rate of sale, she added.

Both the portfolio’s will have an active presence at all three events with a selection of the wines served at the ‘Barrel and Wheel’ - a bespoke wine bar which will match the wines with a selection of cheeses.

LCBF founder, Daniel Sylvester, said: “Having this additional experiential element of discovery through wine creates a more rounded festival and shows our willingness to collaborate and grow as an event.”

Brewers present at the festival include, US brewery Sierra Nevada, Brooklyn Brewery and Oskar Blues, as well as UK brewers such as Fuller’s and Thornbridge.