In its first year of launch, in 2017, it shipped over one million cases and the brand grew 60% in volume sales and 70% by value (Better Retailing) and the app as downloaded 500,000 times.
Samantha Collings, 19 Crimes director at the time of the launch, told Forbes, it had decided to make use of “this exciting technology” as it was a “unique opportunity to let these historic criminals-turned-colonists tell their own stories in a way that resonates with today’s consumer”. It was also one of the first uses of augmented reality for adults, as the technology had previously been used mainly by brands and films to bring children’ products to life. Not only getting a Treasury app on to potentially influential people’s personal phones but also being able to access the data from the downloaded app. You could only see the talking labels if you downloaded an app, then held your smartphone over the label. To do so involved bringing technology and wine together in a revolutionary way, thanks to the help of Living Wine Labels that pulled the innovation together. Instead, Treasury was able to take the individual stories of British criminals that had been deported to Australia, and turn them into the stars of the wine where they were able to tell their own individual stories, about what crime they had committed and how their new life in Australia turned out. The 19 Crimes story brand has certainly helped bring new life to Treasury Wine Estates brand portfolio and done wonders in making wine relevant to a whole new younger audience who would not normally be turned on by the idea of a new Australian varietal wine range. After all having products that actually talk to you, in the comfort of your own house, how much of a breakthrough is that for marketers, advertisers and brand creators the world over. It’s all down to the clever use of augmented reality technology which has creatively taken new technology and found a truly effective way for it to work not just in the wine industry, but potentially across all FMCG categories. Pioneered by Treasury Wine Estates and it's breakthrough 19 Crimes wine brand, it has now evolved to become an emerging wine category all of its own. The Stumble Guide is our comprehensive Brisbane dining guide with more than 2400 places to eat, drink, shop and play.Well, we now have the same in wine with the fast-talking, quickly moving wine label. Guess what? Snoop Cali Red from 19 Crimes has finally dropped (like it’s hot). There’s been no confirmation if Snoop is going to take part in this AR memento, but since he can’t enter Australia due to a long criminal record, maybe he can at least share a pre-recorded rap or two? To make matters more interesting, the boundary-breaking winemakers behind 19 Crimes stick living wine labels on every bottle that hits the shelves, which means the featured convicts on the labels can tell their crime-filled tales to customers once they download the augmented reality experience app. Now stocked at your local bottle-o, the wine has the affordable price tag of roughly $16 a bottle – hot diggity dog!
Set to get the blood pumping, the red wine blend includes 65 percent petite syrah, 30 percent zinfandel and five percent merlot and will join the ranks among 19 Crime’s selection of hard chardonnay, shiraz, pinot noir and cabernet sauvignon.
The much-anticipated team-up will yield the brand’s first Californian drop and features none other than Snoop’s face on the label. Possibly the celeb collab to top all celeb collabs, Snoop Cali Red looks to be the beginning of a beautiful and long partnership between Snoop Dogg and 19 Crimes, a homegrown wine brand that features the likes of infamous convicts-turned-colonists on its bottles. You can finally wrap your mitts around a bottle of wine from none other than S-N double O-P, D-O double G. The hip-hop doggfather has collaborated with Aussie wine brand 19 Crimes to launch his own vino – aptly named Snoop Cali Red. You know him as a famed West Coast rapper, 420 enthusiast and Martha Stewart’s bestie, but it seems Snoop Dogg is swapping out gin and juice for grape juice these days. Share Partners in wine – Snoop Dogg’s collab with 19 Crimes has finally dropped
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