19 Crimes wins Best Product Launch

Treasury Wine Estates has won Best Product Launch at the 2018 Coles Supplier Awards for its 19 Crimes range. 

The 19 Crimes range was launched in First Choice Liquor in April. As part of a unique marketing initiative, selected stores used a full-size jail cell in store to contain the wine (below).  

Coles said in a statement: "In the over $10 bracket, the 19 Crimes range is the fastest-selling wine brand ever launched at First Choice Liquor." 

The supermarket giant also noted that customers were highly engaged with the augmented reality Living Wine Labels app. The app brings the 19 Crimes convicts on the labels to life, simply by holding the phone to the label.  

TWE took out the trophy at a gala dinner in Melbourne attended by around 1100 Coles suppliers and team members. 

Pictured (left to right): Ben Kutcher – National Accounts Manager, Coles; 

Chelsea May – Shopper Marketing Executive; Nick Murphy – National Account Executive, Coles.

TWE Managing Director ANZ, Peter Neilson, said the team was delighted to win the award. 

“It’s wonderful to receive this award and be recognised by one of our largest retail customers in Australia,” he said. 

Coles Acting Liquor Director, Cathi Scarce, added: “We’re proud to collaborate with a supplier who works so hard to deliver such high quality products at an affordable price for our customers.”