19 Crimes, Treasury Wine Estates’ disruptive wine brand, has announced the newest addition to its lineup: canned wine.
Its popular rosé and chardonnay offerings will be available in 187ml canned versions, just in time for summertime picnics in the park, festivals and outdoor get-togethers.
It’s a move which 19 Crimes hopes will make its beloved wines even more accessible, following continued efforts to oust wine snobbery and democratise the wine industry.
Russell Kirkham, head of regional marketing (EMEA) at Treasury Wine Estates, says that through the launch of its cans, the brand is aiming to “challenge the notion that quality wine has to come from a glass.”
To celebrate the cans arriving in supermarkets and online, 19 Crimes is also rolling out ‘The Whine List’: a critique of snobby and outdated wine-drinking practices. The list includes stuffy traditions like drinking wine from specific glassware, sniffing before sipping, swirling, and scrutinising labels – practices which can make wine drinking seem complicated and overwhelming, especially for newcomers.
‘The Whine List’ is 19 Crimes’ way of calling out the absurdity of many of these old-fashioned practices, encouraging drinkers to do away with them.
“With our new canned wines, 19 Crimes proves that you don’t need a fancy bottle or the ‘right’ glass to enjoy great wine. Instead, drinkers should feel empowered to create their own set of rules for savouring wine — and not be afraid to break them,” adds Russell. “Curiosity and adventure are at the heart of what we do at 19 Crimes. With our canned wine range and ‘The Whine List’, we empower wine lovers to forge their own path and discover the joy of wine on their terms.”
The Whine List 
19 Crimes’ in-house wine experts believe that many of the outdated rules that have become mainstays in wine circles are essentially old wives’ tales which have spread across the world over time. According to Isaure Blouet, 19 Crimes’ winemaker:
Seeking out wines with ‘legs’ is a largely fruitless task. If a glass of wine has legs, it speaks to the alcohol content of the wine rather than the quality of it
A wine being aged doesn’t automatically make it better – in fact, white wines are much better enjoyed while they’re young and fresh
A cork vs a screw top has no bearing on a wine’s quality, and in many cases, a screw top is a superior method of storing wine as the risk of cork contamination is eliminated
There’s no ‘right’ temperature to serve your wine at, and actually, both reds and whites can be great at a little below room temperature. Ultimately, it’s about personal preference and which tastes more enjoyable to you
“Unfortunately, wine snobs are everywhere,’ added Chantal McDowell, senior brand manager at 19 Crimes. “However, they’ve got better at concealing themselves in recent years – they take many forms outside of overly-snooty sommeliers.” The 19 Crimes team has outlined the following archetypes as the 2024 wine bores to avoid at a party:
The Classic: Tweed jacket, salmon trousers, ruddy nose and face. Owns dogs that have jobs (such as ‘gundog’). Believes any wine innovation to be bad, and is only interested in drinking the biggest, boldest reds he can get his hands on. Has a cellar which he will gladly take you into so that he can talk at you for hours about all the different times he drove to France to purchase wine
The Wine Bro: Clapton resident and proud owner of a very small beanie. You can find him working at your local ‘natty wine’ bar, sitting backwards on a chair with a tea towel over his shoulder while he talks you through the list, so you know that he’s not like the other wine waiters
The Tablescaper: Although she isn’t as snooty about the liquid itself, she has feelings about the way wine should be consumed. Don’t come to her dinner party with boxed or canned wine, and don’t even think about drinking your white in a stemless glass around her. Her glassware will be painstakingly chosen to ensure she can snap the best Story fodder and project picture-perfect hosting skills
19 Crimes Chard Can and 19 Crimes Rosé cans are available at Tesco with an RRP of £2.50. Its tasting notes are as follows:
19 Crimes Chard Can: Full-bodied with ripe stone fruit flavours balanced with high acidity, toasty oak, honey and hints of spice. Finishes with creamy notes of butterscotch and vanilla.
ABV – 10.5% volume
187ml
Country – Spain
Grape Variety – Chardonnay
19 Crimes Rosé Can: A revolutionary dry-style rosé with sweet spice, filled with lively berries and floral flavours. A liquid ode to past.
ABV – 10.5% volume
187ml
Country – Spain
