After massive success in the US, Treasury Wine Estate’s 19 Crimes Snoop Cali Red will be available in Australia mid 2021.
19 Crimes made waves by being the first winery to use augmented reality to bring their labels to life. The brand has attracted a string of accolades and secured its position as number one brand contributing to growth in the Australian wine category**.
It was recently announced #4 in Drinks International’s ‘The World’s Most Admired Wine Brands 2020’ and, for the fifth consecutive year was awarded Shanken’s Impact Hot Brand.
19 Crimes also became the number one wine innovation of 2020 launched in the US* and exceeded its initial 12-month sales forecast in the first two months of launch.
Californian pop icon Snoop Dogg collaborated with 19 Crimes to create the first Californian wine in the portfolio, a ripe, punchy Petite Syrah and Zinfandel blend.
“I’m such a fan of this wine and I’m excited to bring ‘Snoop Cali Red’ to my Australian peeps next year and share the experience with my fans. 19 Crimes is one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!” says Snoop Dogg.
Angus Lilley, Treasury Wine Estates Chief Marketing Officer says 19 Crimes, like Snoop Dogg, is defiant by nature, bold in character and always uncompromising.
“Snoop Dogg is a culture creator, innovator and a leader in pop culture. Australians love him, and they have been asking for this wine since it launched in the US back in July. We are truly excited to bring 19 Crimes Snoop Cali Red to Australia.”
* Source: IRI Total
MULO+C Calendar Year ending 12.27.20
** Source: IRI MarketEdge Data, Aus Liquor Weighted MAT to 08/11/20