![]() SND: Can you offer any insight on the types of innovations 19 Crimes and Snoop might pursue looking ahead? Wines from other global origins for example? 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. Snoop Cali Red is expected to launch in the summer of 2020.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. We are truly excited to partner with Snoop and welcome him to the 19 Crimes family," said John Wardley with TWE Marketing. Snoop embodies the spirit of 19 Crimes - rule breaking, culture creating and overcoming adversity. "Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Snoop Cali Red. ![]() The wine brand features criminals from the 18th and 19th centuries who violated one of the 19 crimes on its label, hence the namesake. Snoop Cali Red is the name of the new California wine from 19 Crimes. Last year was the summer of spiked seltzers, who's to say 2020 won't be the summer of "Snoop Cali Red"?Ī wine brand has partnered with Snoop Dogg on a red wine inspired by the convicts-turned-colonists who built Australia.
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