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Treasury’s 19 Crimes Brand Spurred By A New Offshoot, Snoop Cali Red

December 21, 2020

Since its launch in 2013, Treasury Wine Estates’ (TWE) 19 Crimes label has garnered a widespread following, boasting volume of more than 1.6 million cases, according to Impact Databank. The brand has stayed strong through the pandemic, with value and volume up 39% and 38% respectively in IRI channels in the year-to-date through November 29. The launch of a new offshoot this summer—Snoop Cali Red ($12 a 750-ml.)—has provided additional momentum, far exceeding expectations.

“Snoop Cali Red has done amazingly well. It’s the No.-1 new wine item launched in 2020, according to IRI,” says TWE vice president of marketing John Wardley. “We’re continuing to build distribution, with every week getting bigger than the last.” In the first 15 weeks of its launch, Snoop Cali Red sold some $10 million of wine at retail, Wardley notes, and in IRI channels the wine stands as the No.-5 red blend in all price segments. Snoop Cali Red marks the first California-sourced offering in the 19 Crimes lineup. It’s a blend of 65% Petite Sirah, 30% Zinfandel, and 5% Merlot, sourced predominantly from Lodi.

Integral to the brand’s skyrocketing growth is social media, where its brand partner, rapper Snoop Dogg—who counts 92 million followers across Instagram, Twitter, and Facebook—has been bolstering the label and bringing in a host of new consumers. “We were looking to recruit new consumers not just into the 19 Crimes franchise, but into the wine category in general,” Wardley says. “We’ve had the opportunity to do that thanks to Snoop’s collaboration, given his incredible extended fan base that includes people from all walks of life.” Wardley adds that on Cali Red’s launch weekend, there was more social media engagement than TWE had altogether on the 19 Crimes social media platforms in the previous year.

In late November, Snoop Cali Red launched an entirely new augmented reality experience, “Ask the Doggfather.” When the bottle’s label is scanned, a stage unfolds and Snoop Dogg comes to life, interacting with consumers and answering questions about the wine. The new AR experience is an evolution on 19 Crimes’ earlier AR initiatives, in that consumers can now access the experience without using the 19 Crimes app. While Snoop Cali Red has recorded explosive growth, it hasn’t cannibalized its base brand, which continued its double-digit upward momentum this year, Wardley notes. —Julia Higgins

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