TWE will continue to work with Snoop Dogg on 19 Crimes with both parties having signed an agreement to extend what has been an extraordinarily successful working partnership both for the brand and the entertainment icon.
The new partnership opens the door for TWE sell Snoop Cali Red and Snoop Cali Rosé right around the world and to develop new varietals with Snoop Dogg’s name attached.
Snoop Cali Red and 2021 with Snoop Cali Rosé* delivered Number 1 US Wine Innovations in both 2020 and 2021 and the new agreement will see the partnership shopped to new markets around the globe as well as being incorporated into new – and yet to be announced – product developments.
John Wardley, Treasury Wine Estates Marketing President, Americas, said, “After our huge success in North America, we couldn’t be more thrilled to go fully global. We can finally share America’s most successful wine innovations over the past two years with the world. Snoop continues to embody the spirit of 19 Crimes – rule breaking, culture creating, and overcoming adversity and we are so pleased to continue to partner with this icon.”
Snoop Dogg said, “I knew when I was linking up with one of the most successful brands in the market, we were going to make a splash. I’ve been a fan of 19 Crimes and what they stand for since the start and I can’t wait to bring what we’re doing to the entire world. That’s how I roll – go big or go home.”
New product announcements are expected next year.
*(SOURCE: IRI Total US MULO, Calendar Year 2020 and Calendar Year ending 11.28.21, Dollar Sales)