One of the wonderful things about the world of wine is its ability to surprise, whether it’s the exciting new blends or partnerships that you wouldn’t expect like Snoop Dogg and 19 Crimes.
While there are some big traditions in wine, it’s also very exciting to witness when those traditions and rules are challenged and broken.
19 Crimes’ partnership with Snoop Dogg first drew attention in 2021 with the release of its collaboration, Snoop Cali Red. That wine has been a strong success in-market, with 19 Crimes’ ethos of being defiant by nature and bold in character blending perfectly with Snoop’s iconic West Coast style and history of being a rule breaker who overcame the odds.
Following on the success of Snoop Cali Red, Snoop Dogg and 19 Crimes once again break the rules with the launch of their latest wine Snoop Cali Rosé. The blend of Grenache and Zinfandel throws the rosé culture rules out of the window and brings a touch of Cali behaviour and style to Australia this spring and summer.
Snoop explains his excitement, “We did it big with 19 Crimes Cali Red, so you know we had to do it again – and this time, I was thinking pink.”
“I can’t wait for everyone to sip on my Snoop Cali Rosé and bring those fresh feels from spring into summer and beyond. I hope when you open a bottle of this wine you take a little mind trip to my Cali home. This is how we Rosé the Snoop Dogg way.”
This is 19 Crimes’ first Californian rosé and it maintains the contemporary focus on the brand, which is inspired by the convicts turned colonists that helped build Australia. In 18th-century Britain, criminals guilty of at least one of the 19 crimes, were sentenced to live in Australia, rather than death. Today, 19 Crimes wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens who forged a new culture and national spirit in Australia.
Ben Culligan, Treasury Premium Brands Marketing & Category Director says 19 Crimes’ celebration of the rebellious spirit and the brand’s bold and uncompromising character pairs perfectly with Snoop Dogg.
“After the success of Cali Red, we’re excited to bring 19 Crimes Snoop Cali Rosé to Australia and look forward to seeing the response,” Culligan said.
“As a culture creator, innovator and a leader in pop culture, our partnership with Snoop Dogg continues to bring new consumers to the wine category and it’s great to see this innovation go from strength to strength.”
To support the launch, an ATL campaign will roll out across October, with a mix of digital, outdoor and audio advertising.
Consumers continue to have access to the Snoop Dogg AR experience also – by visiting askthedoggfather.com they can ask questions and hear Snoop’s responses and sage advice.
19 Crimes Snoop Cali Rosé, RRP $18.00 is now available from leading liquor stores nationwide. For more information on ranging, please contact Treasury Premium Brands on 134 893.