Forget food and wine - here comes violence and wIne

Wine and food - a natural combo. 

Wine and violence - not so much. 

But the world of marketing is a weird beast and Treasury Wine Estates’ 19 Crimes brand is now aligned with mixed martial arts juggernaut UFC. 

UFC announced this week that 19 Crimes has been named the Official Wine Partner of UFC in the United States.

The Australian brand has previously linked with unlikely companions in rapper Snoop Dogg and Martha Stewart.

A press release tells me: “As the Official Wine Partner of UFC, 19 Crimes will receive a wide-range of integrations into UFC assets during select Pay-Per-Views and Fight Nights, including integrated broadcast features and high visibility branding inside the world-famous Octagon.

“In addition, UFC and 19 Crimes will collaborate on a series of ‘Bold Finish of the Month’ original content pieces that will be distributed through UFC’s popular digital and social channels, which reach more than 259 million users worldwide.”

So there! It’s a KO. 

Halloween wines: a serious crime?

So you thought Halloween was a fun festival that remembers the dead but is enjoyed by children?

Yep. But it is also apparently the chance to flog some cheap wine.

The 19 Crimes label, known for featuring criminals and rappers on its labels, has released some special edition wines in the US and UK markets featuring Dracula and Frankenstein.

Controversy is likely over whether such label are appropriate - but I guess any publicity is good publicity.

"19 Crimes has joined forces with Universal Monsters to unveil their spookiest pours yet of a delicious Red Blend and Cabernet Sauvignon featuring Dracula and Frankenstein," the press release spruiks perkily.

"The limited-edition wines are launching just in time for Halloween and bring Universal Pictures' classic monster characters to life with newly reimagined artwork, featuring glow-in-the-dark labels and a new boundary pushing AR experience."

Now not many adults I know are attracted by glow-in-the-dark labels, so what exactly is the target market here?

"19 Crimes and Universal Monsters is the perfect collaboration for Halloween and an opportunity to introduce 19 Crimes to brand new enthusiasts," says Treasury Americas Chief Marketing Officer Carl Evans.

The question is: Just how old are the possible new enthusiasts?

"You'll be able to hear Dracula and Frankenstein come to life on the label through augmented reality, inviting people to experience wine in a rebellious but fun and engaging way, which is the heart of 19 Crimes," Evans says.

I'm not impressed. But then I'm not 12 years old.

Crimes set to pay for “winemaker” Martha Stewart

Much-loved convicted fraudster and former cigarette spruiker Martha Stewart is the latest celebrity to sign up with Australian-owned wine label 19 Crimes. 

The sales blurb for 19 Crimes claims 80-year-old Stewart played an active role in crafting the Martha's Chard (sounds like a vegetable recipe), a Californian chardonnay that will sell in the US for $11.99.

Stewart joins a fellow felon: rapper Snoop Dogg, as a 19 Crimes partner.

Stewart, dubbed the "domestic goddess of white-collar crime" is famous for her books and TV cooking shows in the US.

“The release of 19 Crimes Martha’s Chard comes as the brand has experienced explosive growth, delivering the No.1 US Wine Innovations in both 2020 and 2021 for our first California wines with global icon, Snoop Dogg,” said John Wardley, Treasury Wine Estates’ vice president of brand marketing. 

“Just like her creative collaborator and friend Snoop, Martha Stewart also embodies the spirit of 19 Crimes - disruption and culture creation. We couldn’t be more excited to welcome another absolute icon of modern American culture to the 19 Crimes family.” 

The publicity blurb goes into overdrive, saying: "Martha worked side by side with 19 Crimes to create a wine that breaks preconceived notions of California chardonnay – approachable and simultaneously as bold as her personality. "

A former model who appeared in ads for Tareyton cigarettes, in 2004,Stewart was convicted of felony charges related to a stock trading case and served five months in federal prison. 

Snoop Dogg aims to convert Australian wine drinkers

Americans traditionally drink a whole lot more Australian wine than Australians consume wine from the US of A. Too sweet, too oaky, too expensive are three commonly given reasons. 

One man is aiming to change that: US rapper, turkey donator and home delivery advocate Snoop Dogg. 

Dogg is the man behind 19 Crimes Snoop Cali Red, which was named 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.

But will Australians take to this blend of petite sirah (someone tell Mr Dogg we call it durif in Australia) and zinfandel? 

Born and raised in Long Beach, Dogg joined forces with 19 Crimes to create the first Californian wine in the portfolio, a wine described as "a unique red blend with ripe, punchy fruit". 

“I’m such a fan of this wine and I’m excited to bring ‘Snoop Cali Red’ to my Australian peeps and share the experience with my fans," Snoop Dogg says. "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, Treasury Wine Estates Chief Marketing Officer says: “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 launch 19 Crimes Snoop Cali Red to Australia.”

19 Crimes Snoop Cali Red is available now for $18 RRP. I have no idea what to expect of wine doggstyle.