After announcing its plan to launch earlier this year thanks to a promising start of sales in the US, 19 Crimes Snoop Cali Red is now officially available in Australia.
Treasury Wine Estates (TWE) said the result of its 19 Crimes and Snoop Dogg partnership has been well received by consumers, exceeding its initial 12 month sales forecast in the first two months of launch.
Snoop Cali Red is the first Californian wine in the 19 Crimes portfolio, and is inspired by stories of redemption, as brought to life by the augmented reality enabled labels.
Snoop Dogg said: “I’m such a fan of this wine and I’m excited to bring ‘Snoop Cali Red’ to my Australian peeps next year and share the experience with my fans. 19 Crimes is one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world.”
Angus Lilley, TWE’s Chief Marketing Officer says 19 Crimes, like Snoop Dogg, is defiant by nature, bold in character and always uncompromising.
Lilley said: “Snoop Dogg is a culture creator, innovator and a leader in pop culture. Australians love him, and they have been asking for this wine since it launched in the US back in July. We are truly excited to bring 19 Crimes Snoop Cali Red to Australia.”
The Californian wine is a blend featuring Petite Sirah and Zinfandel and is currently available for retail stores for an RRP of $18.