Crimes Named 2017 Market Watch Wine Brand Of The Year
September 15, 2017 18:04 ET | Source:Treasury Wine EstatesTreasury Wine Estates
NAPA, CA– – 19 Crimes, one of the fastest growing brands within the Treasury Wine Estates portfolio, has been named ‘Wine Brand of the Year’ by leading US wine industry title demonstrating the outstanding success of this innovation since it was introduced to the US market in 2012.
Growing to one million cases in annual volume over the last 12 months, 19 Crimes is a unique wine proposition that celebrates the rebellious spirit of men and women exiled from 18th and 19th century Britain to Australia, having committed one of the 19 Crimes meriting punishment via transportation*. The award follows on from the brand being named ‘Leaders Choice Best New Wine Product of the Year’ in 2015.
Through best-in-class marketing and execution at the point of purchase, the brand has experienced, outstanding growth, particularly in the US, Canada, Australia, UK, Asia and Latin Americas markets.
“We are absolutely thrilled with this award — this is great recognition of what can be achieved through the combination of a quality wine offering and powerful, non-traditional marketing,” said TWE Chief Marketing Officer, Americas, Michelle Terry.
“19 Crimes defies convention — this is a wine brand that tells a rich and authentic story, and has proven to have strong appeal to millennial consumers — it is without doubt one of our most successful innovations.”
Documents and/or Photos available for this release:
Differentiation In The Wine Industry Is Challenging
Standing out in the wine aisle is challenging.Consumers are faced with countless options, andoften have very little information on which to basetheir purchasing decision. Wine is a confusingcategory. There are hundreds of thousands ofwineries and brands. So as a consumer, how doyou choose from that when many bottles lookthe same and there isnt much information on thelabel? says Alterman. These challenges also existin sales meetings, where brands need to quicklycapture the attention of large grocery chains.TWE wanted to find a way to add an experientialelement to selecting and purchasing wine, andmake its brands stand out beyond the traditionalneck tags and shelf wobblers. We askedourselves the question, how can we ensure westand out in the wine aisle and in sales meetings?says Alterman.
Some Successful Examples Of The Use Of Augmented Reality On Alcohol Bottles
When you have the means of your ambitions, the result is impressive. I cant resist showing you what Johnnie Walker and Bombay Sapphire have imagined thanks to augmented reality.
Pierre-Nicolas est Docteur en Marketing et dirige l’agence d’études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l’e-commerce, le commerce de proximité, l’HoReCa et la logistique. Il est également chercheur en marketing à l’Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques.Il peut être contacté par email, Linkedin ou par téléphone
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Crimes Augmented Reality App:
As part of an ongoing augmented reality campaign for Treasury Wine Estates and done alongside J. Walter Thompson SF, Tactic created a series of animated characters for the wine label 19 Crimes, which, when triggered, had the various characters portrayed on the labels begin to speak to the user. Tactic combined their expertise in character animation and visual effects work with their deep knowledge of mobile AR, and created an integrated experience, which brought the 19 Crimes brand to life. The 19 Crimes label is modeled upon the history of the founding of Australia as an English Penal colony, and the label depicts various prisoners who were banished to their new fate,… Tactic cast various voice talent to portray these characters, and modeled the characters to seamlessly animate from each of the brand’s 7 signature lines.
Crimes Infamous Rogues Share Their Stories Of Mischief In A New Augmented Reality App
Napa, CA On your next shopping trip, you might meet a 18th-century British convict in the wine aisle! Dont worry, there hasnt been a prison break. In fact, 19 Crimes wines is bringing their band of rogues, depicted on the wine labels, to life with the launch of the first-ever wine Augmented Reality app. Available now via the Apple App Store and , the new app will animate three of 19 Crimes convicts-turned-colonists, who each tell their own infamous story.
19 crimes turned convicts into colonists. In 18th-century Britain, criminals guilty of at least one of the 19 crimes, were sentenced to live in Australia, rather than death. For the rough-hewn prisoners who made it to shore, a new world awaited. As pioneers in a frontier penal colony, they forged a new country and new lives, brick by brick. Today, 19 Crimes wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia.
19 Crimes fans have always been genuinely enthusiastic about the authentic 19 Crimes story, experiencing the wines beyond the glass, collecting the corks and posing for photos with the labels. The new 19 Crimes Augmented Reality app offers a new and exciting way to experience the 19 Crimes story, told by the convicts-turned-colonists themselves!
Media Contact: Erin Jaffe, Nike Communications, , 980-9657Brand PR Contact: Lily Lane, 19 Crimes, , 299-3252
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Crimes Chose Vuforia Engine To Power A Unique Augmented Reality Experience
To differentiate themselves from the competition,TWE embarked on a journey to become thefirst wine company to introduce augmentedreality technology on wine labels. 19 Crimes,in partnership with the immersive experienceexperts at Tactic Studio and the creative agencyWunderman Thompson, envisioned an augmentedreality application that would bring their brand storyto life. They recognized that augmented reality wasan opportunity to fuel brand awareness and tellrich, historical stories in a fresh and innovative way.The 19 Crimes brand is all about firsts. Augmentedreality was a game changer. You could see the lightbulbs go off when we were brainstorming,says Alterman.
TWE selected Vuforia Enginethe leadingdevelopment software for creating powerful,photo-realistic augmented reality experiencestouse for their augmented reality application. TacticStudio, who leveraged their specialty in characteranimation and visual effects to help create theintegrated experience, had worked closely withVuforia Engine in the past and knew it would be theright tool for the job.
To do augmentedreality right, you reallyneed a technologypartner and enginethat brings beautiful,creative ideas to life.We felt PTCs VuforiaEngine was the rightplatform and engine todo that.
~ Ming Alterman, Director of Digital,Performance and Partnerships at TWE
Why Is It So Successful
Paradoxically, because the experience proposed had nothing to do with wine. The augmented reality experience was indeed talking the characters on the labels of 19 Crimes bandits escaped from the Australian collective imagination of the 19th century. I say paradoxically because the label becomes a window to a story with nothing to do with the wine or the winery. And thats precisely what I liked. This lack of a link between the label and the bottles content prevented Treasury Wine Estates from selling its wine in France for a while. The Evin legislation requires that what is on the label must be directly linked to the winegrowing operation.
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Crimes Snoop Cali Red Is A Partnership Between 19 Crimes And Rapper Snoop Dogg
Treasury Wine Estates has announced a new extension for 19 Crimes, the brands first California-sourced wine. 19 Crimes Snoop Cali Red is a 14.1% abv blend of 65% Petite Sirah, 30% Zinfandel, and 5% Merlot, and its launch kicks off a multi-year partnership between 19 Crimes and rapper Snoop Dogg. The wine is available nationwide. For more information, visit 19crimes.com.
Designed By Tactic For 19 Crimes The Easy
Treasury Wine Estates brand 19 Crimes recently collaborated with creative technology company Tactic and J. Walter Thompson SF to release a wine label unlike any other. Using augmented reality , the San Francisco-based Tactic developed an innovative 19 Crimes app for iOS and Android devices.
The easy-to-use technology brings the torrid stories of each bottle to life by animating the labels photographs and prompting characters to give unique monologues. You can check it out in the video attached.
Led by principal Creative Technologist Peter Oberdorfer, Tactics AR specialists, known for Jose Cuervos History in a Bottle AR app, managed most facets of the experiential project from casting and voice overs to programming, creating digital assets and crafting 3D versions of the characters that become animated and speak aloud with the apps technology.
We worked with J. Walter Thompson and the 19 Crimes team to bring these historical characters to life, and create a new way for fans of the wine to engage with the brand, Oberdorfer says.
The 19 Crimes app can be downloaded for free from the app store. Once loaded, viewers will experience an easy user interface that guides them in seeing the characters on the bottles come to life.
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The Living Winelabels Augmentedreality Applicationbrings The Story Of 19crimes To Life
Through the Living Wine Labels augmented realityapplication, the men and women featured on the19 Crimes bottles literally come to life in front ofyou, narrating their harrowing stories in their ownwords. Take John Boyle OReilly for example. Onceconsumers download the Living Wine Labels app,they simply point their phone or tablet at the bottle.The photo of OReilly comes to life as he furrows hisbrows and begins to tell his story: I was banished toAustralia, for crimes against the crown.
While sipping a bold, delicious red blend,consumers learn about how OReilly, a member ofthe Irish Republican Brotherhood, was transportedto Western Australia and eventually become aprominent spokesperson for the Irish communitythrough his editorship of the Boston newspaper,The Pilot. The augmented reality experience isedgy, and its based in a historical story. You canshare at a party and itll be a showstopper,says Alterman.
Labels And Augmented Reality: The Followers Dont Understand Marketing
Many businesses have taken advantage of the innovation proposed by Treasury Wine Estates to jump into the augmented reality niche. But the use cases that are offered do not meet the marketing requirements that made 19 Crimes a success.
As you can see in the example opposite, some wineries give in to the temptation of the technology but are content to deliver the same information as on the label or, worse, use it to display a web page.
We feel that there is no real marketing strategy behind this. The technology is used here to deliver an Ersatz customer experience that pales in comparison to what the best ones propose .
And then there are brands that have better assimilated the process and that put the means to propose an excellent experience .
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Snoop Dogg Is The Inspiration For New 19 Crimes Wine
byRudy Sanchezon 05/01/2020 | 2 Minute Read
For nearly three decades Calvin Brodus, better known as Snoop Dogg, has entertained fans the world over while his persona and art have evolved. Originally Snoop was a hard-edged rapper with ties to gangsters, which earned him a lengthy criminal record that included some prison time. Although now removed from the thug life, Snopp still has a touch of the outlaw in him, with that rebellious spirit channeled into more legitimate endeavors.
Snoops ability to both defy cultural norms while also influencing them puts him in good company with the other personalities in the 19 Crimes line of wines with Snoop Cali Red. Though the Australian vintner has until now featured people associated with the Catalpa Rescue, a daring escape from the British penal colony in Western Australia, Snoop Dogg has been just as daring and bold throughout his career, playing big gambits that pay off, like collaborating with lifestyle celebrity and fellow ex-con Martha Stewart.
“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, says John Wardley, TWE Marketing Vice President, in a press release.
Crimes: The Wine Labels Come To Life
So, in 2018, the Australian group Treasury Wine Estates unveiled its latest idea with great fanfare: using augmented reality to bring labels to life. The group rented the Alcatraz prison to present its innovation: a mobile application that brings labels to life. The effect is impressive, and the success is immediate as sales increase by almost 500% in just 18 months.
The label becomes a window to a story with nothing to do with the wine or the winery.
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Will The Novelty Wear Off
One question thats being asked is will the public get tired of AR product labels? It doesnt seem to be the case at the moment, as though they seem to be the next big thing, there are comparatively few AR labels around at the moment. The general public like being surprised by technology in unexpected places, and there are few enough AR product apps around at the moment to make the brands who do adopt them stand out. You might regard it as a gimmick – but its a gimmick that demonstrably works. Perhaps the question is is this a flash in the pan or the new standard?At the moment, its difficult to tell, but with old fuddy duddy wine producers such as Chateau Lafitte Carcassetexperimenting with AR labels to appeal to a new, younger audience, AR labels are definitely something to watch.
Treasury Wine Estates Is An Innovator In The Wine Industry
Glasses up! Lets make atoast, to success and nothingless. Yessir, Snoop Doggsays from the 19 Crimes winelabel, his lips moving and hisvoice unmistakable. Througha unique augmented realityexperience, Snoop Dogg andthe 19 Crimes historical figuresfrom the 1800s are able totell their stories of redemptiondirectly to consumers. Since2017, 19 Crimes has delivereda cutting-edge experiencethat delights wine drinkerseverywhere and differentiatesthemselves as one of themost unique wine brands onthe shelf.
TWE traces its roots back to the establishmentof several new world wineries in the 19th century,including Lindemans , Penfolds , andthe Beringer Vineyards in the United States.
Through these wineries, TWE built a long historyof blending, art, science, and innovation. Theyhave leveraged their commitment to innovationand continuous improvement to become one ofthe worlds leading wine companies. They maketrusted, premium wines from some of the worldsmost renowned wine-making regions in Australia,New Zealand, and Europe, and sell them toconsumers in more than 70 countries.
TWE is dedicated to realizing its ambition ofbecoming the worlds most admired winecompany by boldly leading change in the worldof wine. The innovative 19 Crimes label is a greatexample of this commitment to progress andinnovation.
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Crimes Wine Is An Amazing Example Of Adult Targeted Augmented Reality
19 Crimes Augmented Reality App
I write a lot about virtual and augmented reality but it’s not always easy to point people to an example that will help them understand how it can fit into their life. What Pokemon Go did for kids understanding of AR, Australian wine brand 19 Crimes’ new app does for adults.
In this instance, 19 crimes is referring to the British prisoners who were sent to Australia in the 18th century. Every one of them was supposed to have violated one of the infamous ’19 crimes’ of the time — these included impersonating an Egyptian, clandestine marriage, bigamy and stealing letters. Once they landed in Australia — if they survived the voyage — they could build new lives and adventures for themselves.
Now they’re giving their side of the story, thanks to the magic of augmented reality. Download the free app and hold it up to the label on the wine, which features an image of a former convict. They animate, explaining just what went down and giving a richer experience to your beverage engaging both the mind and the taste buds simultaneously. Stories include the tale of John OReilly who found love in his exile, and the story of Jane Castings, who discussed her thieving ways on the white wine bottle.
“A fantastic app that brings a little piece of history to life,” writes one user on the Apple app store. ” I jumped out of my skin when the mugshot spoke to me.”
19 Crimes Wine
How To Rose The Snoop Dogg Way
Wine marketing is oftentimes painfully boring. Id rather watch paint dry than see a wine ad. Wine adslike some winery tasting room staffcan be stuffy, talkative, and off-point. Thankfully, change is coming to the wine industry. In June, we reported on Elizabeth Banks and her connection to Archer Roose. Now, its Snoop Doggy Doggs turn.
Snoop Dogg and 19 Crimes introduce their newest wine: Snoop Cali Rose.
The first California rose for the brand and second collaboration with the hip-hop icon, Snoop Cali Rose continues to cast a contemporary lens on 19 Crimes, a line of wines inspired by the convicts turned colonists that built Australia.
Snoop explains his excitement, We did it big with 19 Crimes Cali Red, so you know we had to do it again and this time, I was thinking pink. I cant wait for everyone to sip on my Snoop Cali Rose and bring those fresh feels from spring into summer and beyond. I hope when you open a bottle of this wine you take a little mind trip to my Cali home. This is how we Rose the Snoop Dogg way!
19 Crimes Snoop Cali Rose arrives on the heels of Snoop Dogg and 19 Crimes first collaboration, Snoop Cali Red, the number one selling wine innovation of 2020.
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John OReilly Story
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Chateau St. Jean : Watch the Chateau come to life as winemaker Margo Van Staaveren narrates a magical day at the estate.