19 Crimes - Web / Brand Campaign
When we took over 19 Crimes, it was a small, niche wine brand. But with the bottles’ labels, featuring historical convicts whose little known histories were stranger than fiction, we saw the brand’s potential as something larger than simply wine. We made the decision to treat 19 Crimes as part wine brand, part entertainment brand. We researched and wrote bios for the convicts, came up with a distinct brand voice, and made sure the wine’s tasting notes weren’t your daddy’s tasting notes. It soon became Treasury Wine Estates’ fastest growing product, and by 2017 was named Market Watch’s wine brand of the year.
