19 Crimes and Gentleman’s Collection named as Official Wine Partners of London Craft Beer Festival
Two of Treasury Wine Estates (TWE) fastest growing* brands, 19 Crimes and Gentleman’s Collection, have been unveiled as the official wine partners of the London Craft Beer Festival (LCBF).
This partnership will see wine served for the very first time at the LCBF’s three events, with 19 Crimes and Gentleman’s Collection fitting Festival-goers’ desire to find and sample taste-led, innovative, craft drinks from across the globe.
The two brands are leading lights in the growing Male Millennial wine category in the UK helping drive successful wine sector innovation and growth.
They are filling a gap that exists in the wine category, with 18-34 year old men drinking less wine than any other demographic group; according to Kantar, only 34.4% of male millennials drink wine purchased in the off-trade each month. 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.
As a result TWE launched 19 Crimes and Gentleman’s Collection into the UK in 2015 and has seen great success, with impressive growth figures, increased listings and strong Rate of Sale.
Appearing at the LCBF will give both brands greater visibility with target consumers. They will have an active presence at all three events with four wines in the range served at the “Barrel and Wheel”, a bespoke wine bar, which will match the wines with a selection of cheeses. These will be supplied by local producers – for example, in London, the festival is partnering with artisan cheese maker Neal’s Yard.
Caroline Thompson-Hill, Marketing Director, Europe, at TWE, said: “We are delighted for our two fantastic brands, 19 Crimes and Gentleman’s Collection, to be the Official Wine Partners of the London Craft Beer Festival.
“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.”
Daniel Sylvester, Festival Founder, commented: “We couldn’t be happier to have Treasury Wine Estates on-board with 19 Crimes and Gentleman’s Collection. As a Craft festival, the story and the passion of the producers and their products are key to us and partnering with brands whose winemakers’ care deeply about the product they create is important.
“We are delighted to have this additional experiential element of discovery through wine as it creates a more rounded festival, and shows our willingness to collaborate and grow as an event.”
The London Craft Beer Festival, now in its fifth year, has grown from just holding one event in London, to now holding events in three locations across the UK:
(i) Edinburgh: 26th – 28th May, The Biscuit Factory
(ii) London: 4th – 6th August, Shoreditch Electric Lounge, Hoxton
(iii) Bristol: 15th – 17th September, Motion 74
The event attracts brewers from across the world, including US brewers Sierra Nevada, Brooklyn Brewery and Oskar Blues, as well as UK brewers such as Fuller’s and Thornbridge, as well as food suppliers like Big Apple Hot Dog. Each event will also host DJ sets from the likes of Hot Chip, Foals and Norman Jay.
*According to Nielsen both brands are in triple digit percentage growth (volume and value) MAT to 22/4/17