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19 Crimes runs Valentine’s Day campaign with limited-edition label design

19 Crimes has released a limited-edition Valentine’s Day label design alongside an integrated marketing campaign.  
 
The brand, which is owned by Treasury Wine Estates (TWE), celebrates the “rebellious spirit” of convicts sent to Australian penal colonies from Britain in the 18th century. The brand name refers to the 19 crimes that could result in the sentencing (examples include stealing fish, clandestine marriage, and larceny). The labels and corks in the brand’s range feature some of the documented convicts who found themselves in Australia, and the 19 crimes. 
 
For its Valentine’s Day edition, the convicts usually featured on 19 Crimes’ red wine have been replaced with a heart illustration over a background of barbed wine. The label aims to celebrate unconventional relationships, with types of relationships etched into the barbed wire design. 
 
TWE has supported the release with a marketing campaign that includes in-store activations, disruptive social media, and a partnership with Acast Podcasts. 
 
Speaking on the release, Russell Kirkham, head of regional marketing EMEA at TWE, said: “We’re delighted to be launching the 19 Crimes limited-edition Valentine’s Day label in stores in the lead up to Valentine’s Day. We want to continue to disrupt the wine category by tapping into key seasonal calendar occasions and engaging with consumers through striking activations and innovative launches, remaining true to the brand’s disruptive personality.” 
 
The 19 Crimes red wine limited-edition bottle is available in supermarkets now. 

14 February 2024 - Lucy Schofield