Treasury Wine Estates' 19 Crimes wine brand has created a limited-edition beer. The pale ale is targeted at millennial craft beer drinkers looking for something new.
The beer features 19 Crimes’ unique packaging, which is known for its famous mug shot augmented reality (AR) experience. Named after 18th and 19th century British rogues sentenced to live in Australia as punishment because they were found guilty of at least one of 19 Crimes, the brand celebrates the rules they broke and the culture they built.
19 Crimes senior brand manager Laura Wenn said creating the ale, "felt like a natural, obvious next step for the brand as we know that our wine consumers equally enjoy discovering craft bear.
"Almost fifty per cent of purchases by craft beer drinkers are for beers they have never previously tried and we also know that craft beer buyers are ten per cent more likely to purchase wine than the average liquor."
Wenn said the wine range is known for its "no-nonsense" taste and the world's first AR talking wine label. Named after 18th and 19th century British rogues sentenced to live in Australia as punishment because they were found guilty of at least one of 19 Crimes, the brand celebrates the rules they broke and the culture they built.
The AR talking label brings to life the rich and colourful stories of the convicts turned colonists who feature on the brand’s labels.
Wenn said today 19 Crimes is a $36 million brand in Australia and the #1 contributor to growth in the wine market and #1 contributor to chardonnay and shiraz growth.
The beer is available until stocks last in Cellarbrations, The Bottle-O, IGA Liquor and Ritchies liquor outlets, along with select on-premise and Independent retailers.
