GET YOUR FIRST LOOK AT 2023 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. Tagged : 19 Crimes, Snoop Cali, Treasury Wine Estates Americas Watch this space! Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning. Over and above the Cali tier, we’re looking at our portfolio of product innovation which will continue to be driven by disruptive partnerships, just like the one we have with Snoop. All we can say is that Cali Red and Cali Rosé are just the beginning. Snoop has been the best partner and has some great ideas that we are working on together. SND: Can you offer any insight on the types of innovations 19 Crimes and Snoop might pursue looking ahead? Wines from other global origins for example? The introduction of the Cali tier with Snoop means we haven’t relied on the Proclamation tier for growth, and we’re looking ahead with more innovation to come. Wardley: The good news here is that despite the challenges we’ve all faced, 19 Crimes has still managed to grow year after year. SND: How is 19 Crimes positioned in terms of supply in the U.S., given all the challenges occurring in global supply chains lately? We have found that retailers who display the 19 Crimes Modern and 19 Crimes Proclamation tiers together are seeing a double-digit lift in sales. Wardley: We’re seeing the biggest growth in key markets like California, Florida, and Texas. markets are driving the best growth for 19 Crimes? With the introduction of the Snoop wines we are attracting younger consumers and seeing greater diversity across our consumer base. Not only has 19 Crimes seen 70% new consumers to the brand with Snoop Cali Red, but 27% of consumers are new to wine-no other wine brand is bringing new consumers into the category at that rate. Wardley: This point is actually one of the most exciting aspects of our partnership with Snoop. SND: Are you seeing new consumers come into the 19 Crimes brand via the partnership with Snoop and the Cali wines? Are they different consumer groups from those who have favored 19 Crimes in the past? Wardley: Actually 19 Crimes is at double-digit growth, up 22% versus a year earlier to be exact, and we’re expecting consistent growth for 19 Crimes looking ahead, driven by new wines releasing in our Modern tier. SND: What kind of percentage growth did 19 Crimes see in the U.S. In the final days of 2021, SND executive editor Daniel Marsteller caught up with TWE’s vice president, marketing, for the Americas, John Wardley, to get the latest on the fast-rising brand. Last month, TWE and Snoop struck a deal to take their partnership global, with plans calling for new wine launches and entry into international markets. Got a bottle Click on your bottles label below to experience their amazing story in Augmented Reality on your mobile device. Cheers to the old and new members of the 19 Crimes family. Visit and point your phone camera at your bottle to watch their stories come to life. The brand, which originally launched with a portfolio of Australian bottlings, has expanded in recent years with California offerings Snoop Cali Red and Cali Rosé in partnership with entertainment icon Snoop Dogg. Hear the historical stories direct from The Infamous. The wine is now distributed in the US and Australia.Interview: Treasury Americas’ John Wardley On The Growth Of 19 Crimes January 4, 2022ġ9 Crimes has been a key growth driver in recent years for Treasury Wine Estates Americas, with the brand roughly quadrupling in size from 2016-2020 to reach 2.2 million cases-and posting another double-digit increase in 2021. Made exclusively for Canada, 19 Crimes first debuted in 2011 bearing the mug shots and true stories of convicts. Just like the spirit of our pioneers, many of whom were convicts – 19 Crimes celebrates those men and makes them legends (e.g., pictured, right: John Boyle O’Reilly, the face of 19 Crimes Shiraz Durif blend). Big, bold reds come out this part of Victoria. Winemaker for 19 Crimes, Paul Dahlenburg, takes his inspiration from traditional techniques where wine was made without electricity, just careful tendering and a simple touch. 19 Crimes wine is created by one of Australia’s most prestigious and heritage-rich wineries. This premium Australian wine celebrates the pioneering spirit of these ‘bad seeds’ and the wine they inspired borne out of a second chance. Upon conviction, British rogues guilty of those crimes were sentenced to Australia – ‘punishment by transportation’ – rather than death. 19 Crimes wine takes its name from a list of 19 crimes drawn up to address the problem of overrun jails in 18th century England.
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