Treasury Wine Estates has announced a multi-year partnership between its 19 Crimes label and Snoop Dogg.
Snoop Dogg kicks off the partnership with 19 Crimes first California wine - Snoop Cali Red - which will be in stores for summer in the US.
TWE said the line expansion "will cast a contemporary lens on 19 Crimes", a line of wines inspired by the convicts turned colonists that built Australia.
"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," said Snoop Dogg. "It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!”
John Wardley, TWE Marketing Vice President, Americas, added: “Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Snoop Cali Red. Snoop embodies the spirit of 19 Crimes – rule breaking, culture creating and overcoming adversity. We are truly excited to partner with Snoop and welcome him to the 19 Crimes family.”
Snoop Dogg has form in the beverage sector: in 2018 he helped set the Guinness World Record for the largest paradise cocktail, at the BottleRock Napa Valley music festival. The drink contained 180 bottles of gin, 154 bottles of apricot brandy and 38 jugs of orange juice.
19 Crimes was recently announced as #4 in Drinks International’s ‘The World’s Most Admired Wine Brands 2020’ and, for the 5th consecutive year, 19 Crimes was awarded Shanken’s Impact Hot Brand.
It's been a busy period of diversification for the 19 Crimes brand. TWE recently launched 19 Crimes beer in Australia.
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