The introduction of the Cali tier with Snoop means we haven’t relied on the Proclamation tier for growth, and we’re looking ahead with more innovation to come. Wardley: The good news here is that despite the challenges we’ve all faced, 19 Crimes has still managed to grow year after year. SND: How is 19 Crimes positioned in terms of supply in the U.S., given all the challenges occurring in global supply chains lately? We have found that retailers who display the 19 Crimes Modern and 19 Crimes Proclamation tiers together are seeing a double-digit lift in sales. Wardley: We’re seeing the biggest growth in key markets like California, Florida, and Texas. markets are driving the best growth for 19 Crimes? ![]() With the introduction of the Snoop wines we are attracting younger consumers and seeing greater diversity across our consumer base. Not only has 19 Crimes seen 70% new consumers to the brand with Snoop Cali Red, but 27% of consumers are new to wine-no other wine brand is bringing new consumers into the category at that rate. Wardley: This point is actually one of the most exciting aspects of our partnership with Snoop. SND: Are you seeing new consumers come into the 19 Crimes brand via the partnership with Snoop and the Cali wines? Are they different consumer groups from those who have favored 19 Crimes in the past? Wardley: Actually 19 Crimes is at double-digit growth, up 22% versus a year earlier to be exact, and we’re expecting consistent growth for 19 Crimes looking ahead, driven by new wines releasing in our Modern tier. SND: What kind of percentage growth did 19 Crimes see in the U.S. In the final days of 2021, SND executive editor Daniel Marsteller caught up with TWE’s vice president, marketing, for the Americas, John Wardley, to get the latest on the fast-rising brand. Last month, TWE and Snoop struck a deal to take their partnership global, with plans calling for new wine launches and entry into international markets. ![]() The brand, which originally launched with a portfolio of Australian bottlings, has expanded in recent years with California offerings Snoop Cali Red and Cali Rosé in partnership with entertainment icon Snoop Dogg. A question can then be asked to Snoop who will appear in a mini holographic form to provide his answer in front of a 19 Crimes Snoop Cali Red bottle.ġ9 Crimes Cali Red is a Red Blend of Lodi-sourced Petite Syrah 65%, Zinfandel 30%, Merlot 5%. All American oak offers a distinct smoky component that also yields vanilla and chocolate at a cost of just $12.Interview: Treasury Americas’ John Wardley On The Growth Of 19 Crimes January 4, 2022ġ9 Crimes has been a key growth driver in recent years for Treasury Wine Estates Americas, with the brand roughly quadrupling in size from 2016-2020 to reach 2.2 million cases-and posting another double-digit increase in 2021. Fans that want to get in on the action can visit a mobile device and scan any bottle of Snoop Cali Red. In support, a new AR experience, “Ask the Doggfather,” will bring Snoop to Christmas dinner and answer questions in real-time.Īsk the Doggfather is the first experience that a wine label that uses 8th Wall technology, a software that makes it possible to build interactive web-based augmented reality (WebAR) that works on any smartphone without an app. ![]() Yo, Santa Claus has to move over because Snoop Dogg is lighting up the holiday season with his Snoop Cali Red, the first California wine from the 19 crimes line.
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