“I think you can see that it’s been a runaway success.” “Last year 19 Crimes was the number one contributor of growth in the whole wine category,” Lilley says. To date, Treasury has sold over 800,000 cases of the Snoop-supported blend and is currently rolling out the latest line supported by the rapper: a Cali Rosé. Initially, the company forecast “robust” sales of 125,000 cases in the first 12 months, but smashed through that milestone within six weeks. In early 2020, Snoop Dogg came on board to launch the brand’s ‘Cali Red’ variety. Angus Lilley, Treasury’s chief marketing officer, says the brand was initially an experiment to see how consumers would react to a wine without some of the typical prestige and pomp.
It’s also helped Treasury move away from its traditionally middle-aged and older customer demographic and attract a raft of first-time wine drinkers, allowing the $7.4 billion vintner to uncork growth in previously uncharted waters.ġ9 Crimes was first launched in Canada in 2011 before moving to the US a year later and then to Australia in 2014. Treasury’s 19 Crimes brand has become one of the winemaker’s most successful lines and helped cement its position in the company’s nascent, but speedily expanding, US division, softening some of the blow of China’s eye-watering 200 per cent wine tariffs. Indeed, Snoop Dogg’s Instagram posts promoting the $18 bottles of red blend appear out of place next to the rapper’s other memes, selfies, and cannabis-related posts, and Wardley himself admits the company took a risk when signing on the freewheeling musician.īut the risk has more than paid off.
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