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Treasury Wine Estates Launches New 19 Crimes Beers

March 5, 2019

Treasury Wine Estates has extended its 19 Crimes brand into the beer category. The releases include a Pilsner, an American IPA, and a Lager and will initially launch in Ohio with more states to come by the end of the year. The beers will be packaged in 6-packs of 12-ounce cans and will retail for $13. Like the 19 Crimes wine portfolio, the beers will feature Australian convicts on their labels and will use the Living Wine Labels augmented reality app to tell their stories. Last year, the 19 Crimes wine lineup surged 47% to 1.56 million cases in the U.S., according to Impact Databank.—Shane English

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