How Treasury Wine turned to gangsta rapper Snoop Dogg to solve its Crimes
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When Treasury Wineâs US marketing head John Wardley first enlisted the help of legendary rapper Snoop Dogg to promote the companyâs new 19 Crimes line, he was told two very important pieces of information.
âHis manager assured me, right from the start, that he may not turn up on time, but when he does turn up, he nails it,â Wardley says.
âAnd thatâs exactly what we found. We had a joke about âSnoop Timeâ, where Snoop does things at Snoop time. But at the end of the day, I have to tell you, he is a consummate professional.â
19 Crimes Snoop Cali Red coming to Australia
January 22nd, 2021
Hot off the heels of its successful launch in the US, 19 Crimes’ Snoop Cali Red is officially coming to Australia in mid-2021.
The 19 Crimes Snoop Cali Red has become the number one wine innovation of 2020 launched in the US and exceeded its initial 12 month sales forecast in the first two months of launch.
Born and raised in Long Beach, CA and a renowned Californian Icon; Snoop Dogg joined forces with 19 Crimes, a brand under the Treasury Wine Estates banner, to create the first Californian wine in the winery’s portfolio: a red blend with ripe, punchy fruit from the Petite Sirah variety, complemented by bright, slightly-candied, red fruit from Zinfandel.