Treasury Wine Estates has released 19 Crimes Snoop Cali Red at retailers across the United States.
The Snoop Cali red blend features a mixture of Petite Syrah, Zinfandel, and Merlot, while the 750ml bottle uses augmented reality to bring its namesake, rapper Snoop Dogg, to life on the Living Wine Labels app.
“The big idea was actually moving from historic figures — Irish convicts who were banished to Australia — to a contemporary personality,” John Wardley, 19 Crimes’ marketing vice president, said.
“This came straight out of the brand values — anti-authority, rule-breaking, culture creation, and redemption. We realised these values are timeless and when we put a contemporary lens on them, the first person we thought of was Snoop. We were determined to get a partnership with him. Fortunately, Snoop also liked the 19 Crimes brand and respected that we were the very first wine to bring the label to life through augmented reality. The idea of Cali Red was born: 19 Crimes’ first California-sourced wine with a true California icon front and center on the label.”
Snoop said: “I’ve been a fan of this wine and I’m excited to unveil my Snoop Cali Red this summer and share the experience with all my fans. It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!”
The partnership includes a $100,000 donation to the NAACP Legal Fund in light of recent protests over racial injustice and police brutality in addition to working on a long-term plan on providing support to the community.
“19 Crimes was born from individuals that overcame adversity, and we are proud to support the NAACP in their fight to seek justice for people who are unfairly facing incarceration, for simple expressing the same outrage that we all now feel,” said Wardley.
Watch Snoop come to life on the Snoop Cali Red Living Wine Label at https://lnkd.in/g8Etr-Z