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Cali Red from 19 Crimes and Snoop Dogg

Treasury Wine Estates, one of the first wineries to use augmented reality to bring their labels to life, continue to disrupt the market with their 19 Crimes brand and have announced a multi-year partnership with rapper, Snoop Dogg.

The new 19 Crimes offering is their first California wine, appropriately named ‘Snoop Cali Red’, it will be available in stores this summer.

The line expansion will cast a contemporary lens on 19 Crimes, a line of wines inspired by the convicts turned colonists that built Australia.

‘I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans.  It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!' stated Snoop Dogg.

John Wardley, TWE Marketing Vice President, Americas, states, '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.'

19 Crimes was recently announced as #4 in Drinks International’s ‘The World’s Most Admired Wine Brands 2020’ and, for the 5th consecutive year, 19 Crimes was awarded Shanken’s Impact Hot Brand. It's marketing and branding uses printed labels that incorporate augmented reality triggers to bring the wine's story to life.

Treasury Wine Estates -

Snoop Dogg -

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