19 Crimes has been announced as Presenting Partner for Snoop Dogg’s 2022 Australian Tour almost two years since the bright lights of Australia’s arenas were switched off when the pandemic struck.
Snoop Dogg has unveiled plans for a run of major, indoor arena shows around the country in 2022. It will be his first time back in Australia since 2014 when he headlined the Big Day Out.
Snoop Dog will be here in October 2022 for his ‘I Wanna Thank Me’ tour, celebrating the West Coast rap legend’s release of his 17th album of the same name.
Angus Lilley, Chief Marketing Officer, General Manager Sales ANZ, Treasury Premium Brands said, “Snoop is a culture creator, innovator and a leader in pop culture. The launch of the 19 Crimes Snoop Cali Red wine has taken the wine world by storm and Australian’s have truly embraced it, with the total brand sales up more than 20 per cent compared to a year ago*.”
The tour kicks off at Perth’s RAC Arena in Perth on 26 October 2022 and then heads to Sydney’s Qudos Bank Arena on 28 October 2022, Melbourne’s Rod Laver Arena on 29 October before wrapping up at the Brisbane Entertainment Centre on 1 November 2022.
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.
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.
At the announcement of their annual results in August, TWE stated their intention to release new (white) varietals of 19 Crimes with a new and yet-to-be announced celebrity name attached.
* IRI MarketEdge Unweighted MAT data (MAT to 27/6/21)