19 Crimes celebrates triple-digit growth with new campaign

Treasury Wine Estates has launched a unique new campaign for its 19 Crimes range as the brand celebrates triple-digit growth in Australia. 

19 Crimes was the first talking wine label via the AR Living Wine Labels app and has quickly become a $13million brand in Australia, ranking as the third favourite red wine in the $10-$14.99 bracket, according to IRI liquor data. 

It's also been the fastest-growing wine brand in the US over the past three years and is in its sixth year of "phenomenal growth", with dollar sales increasing by over 70% in the past year.

The Aussie campaign finds a new way to bring to life the rich and authentic story of the convicts turned colonists who feature on the brand’s labels.

Over the next month, 19 Crimes will take over two of Australia’s busiest train stations – Bondi Junction and Sydney Central Station, where the brand will be seen by more than 2.3 million commuters each week.

Heavily focused on out-of-home channels across the eastern seaboard, it also features disruptive hand painted murals with light projections, as well as multiple street posters with jail cell bars covering the prisoners’ mug shots.

19 Crimes will also debut almost 250 large in store displays mimicking a jail cell, POS and customer exclusive activations. In addition, the campaign supports a national in-store promotion, where consumers can win flight vouchers if they find the 19th Crime under the cap.

“Following the phenomenal success 19 Crimes has had in the US, it’s an exciting time to be launching a campaign for a brand that has already gained traction quickly and organically here in Australia," said 19 Crimes Brand Director, Clive Coleman. 

"We are thrilled to be bringing the 19 Crimes story to life in a non-conventional and disruptive way. This campaign is a great way to educate consumers on a story rich in history, whilst also highlighting a strong portfolio of quality, affordable wines. It would be a crime not to drink it.”

Live now, 19 Crimes’ fully integrated campaign features across social, digital, a national out-of-home program and in-store visibility that will run until the end of April.