19 Crimes Sparkling White Wine from South Eastern Australia - Case of 6 x 75cl Bottles

Product Information

John Wardley, Global Vice President 19 Crimes Franchise shares his excitement, " We couldn't be more ecstatic for Snoop Cali Gold. This is an especially celebratory launch, arriving on the heels of an incredibly successful year for 19 Crimes. It has been a pleasure to work with Snoop on this new wine and welcome the first Sparkling to his existing Cali lineup."

Importantly, however, the wider political and social reluctance to engage in discourse regarding Australia’s “unsavoury historical incident” of its convict past continued up until the 1970s (Jones 26). During the 1970s Australia’s convict heritage began to be discussed more openly, and indeed, more favourably (Welch 597). Many today now view Australia’s convicts as “reluctant pioneers” (Barnard 7), and as such they are celebrated within our history. In short, the convict heritage is now something to be celebrated rather than shunned. This celebration has been capitalised upon by tourist industries and more recently by wine label 19 Crimes. “19 Crimes: Cheers to the Infamous”Snoots, Jen. “James Wilson.” Find A Grave 2007. 15 Dec. 2020 < https://www.findagrave.com/memorial/19912884/james-wilson>. Crimes Announces Multi-Year Partnership with Entertainment Icon Snoop Dogg.” PR Newswire 16 Apr. 2020. 15 Dec. 2020 < https://www.prnewswire.com/news-releases/19-crimes-announces-multi-year-partnership-with-entertainment-icon-snoop-dogg-301041585.html>. Snoop Cali Gold joins 19 Crimes' existing line of California wines and marks Snoop Dogg's third collaboration with the brand. The sparkling wine debuts following the massive success of Snoop Cali Red, the # 1 selling single wine in IRI's New Product Pacesetter history* and Cali Rose, the #1 product Innovation of 2021.** This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

It was a dry wine with a “clean, fresh palate and notes of citrus and pear drops”, said 19 Crimes. The bottles feature AR technology, which animates the character on the bottle, James Kiely, when viewed with a smartphone.

The majority of the wines, aside from the brand’s collaborations with Snoop Dogg, are made with grapes sourced from Australia. These grapes include Cabernet Sauvignon, Shiraz, and Pinot Noir. With instant SMS delivery, consumers also received a branded print that could be shared so [sic] social media, driving increased brand awareness for 19 Crimes. (Social Playground) Reid, Richard. “Object Biography: ‘A Noble Whale Ship and Commander’ – The Catalpa Rescue, April 1876.” National Museum of Australia n.d. 15 Dec. 2020 < https://www.nma.gov.au/__data/assets/pdf_file/0015/2553/NMA_Catalpa.pdf>. As a “new world” producer of sparkling wine, it was important for 19 Crimes to differentiate itself from the traditionally more sophisticated market of sparkling-wine consumers. At a lower price range, 19 Crimes caters to a different, predominantly younger, less wealthy clientele, who nevertheless consume alcoholic drinks symbolic to the occasion. The introduction of an effervescent wine to their already extensive collection encourages consumers to buy their product to use in celebratory contexts where the consumption of bubbly defines the occasion. The marketing of Blanc de Blancs directly draws upon ideas of celebration whilst promoting an image and story of a convict whose situation is admired – not the usual narrative that one associates with celebration and bubbly. Guy, Kolleen. When Champagne Became French: Wine and the Making of a National identity. Baltimore, Maryland: Johns Hopkins UP, 2007.

Bogle, Michael. Convicts: Transportation and Australia. Sydney: Historic Houses Trust of New South Wales, 2008. This list has been carefully chosen to fit the narrative that convicts were transported in the main for what now appear to be minimal offences, rather than for serious crimes which would otherwise have been punished by death, allowing the consumer to enjoy their bubbly without engaging too closely with the convict story they are experiencing. Words such as criminals, thieves, assault, manslaughter and repeat offenders are foregone to ensure that consumers are never really reminded that they may be celebrating “bad” people. The crimes that make up 19 Crimes include: While using alcohol, and in particular sparkling wine, to participate in a toasting ritual is the “norm” for many social situations, what is distinctive about the 19 Crimes label is that they have chosen to merchandise and market known offenders for individuals to encounter and collect as part of their drinking entertainment. This is an innovative and highly popular concept. According to one marketing company: “19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia” (Social Playground). The implication is that by drinking this brand of [sparkling] wine, consumers are also partaking in celebrating those convicts who “forged” Australian culture and national spirit. Lirie. “Augmented Reality Example: Marketing Wine with 19 Crimes.” Boot Camp Digital 13 Mar. 2018. 15 Dec. 2020 < https://bootcampdigital.com/blog/augmented-reality-example-marketing-wine-19-crimes/>.Entertainment Icon Snoop Dogg worked alongside 19 Crimes to create a Sparkling that encapsulates his distinctive West Coast style. Snoop states, " We wanted something cool with that O.G. party vibe and I'm hyped to add Snoop Cali Gold to my 19 Crimes collection. This sparkling wine has a fun, fresh feel to it that people will enjoy. Let's get it poppin with Snoop Cali Gold!" The Silver Voice. “The Greatest Propaganda Coup in Fenian History.” A Silver Voice From Ireland 2017. 15 Dec. 2020 < https://thesilvervoice.wordpress.com/tag/james-wilson/>. Amos, Keith William. The Fenians and Australia c 1865-1880 . Doctoral thesis, UNE, 1987. < https://hdl.handle.net/1959.11/12781>. Convict experiences of transportation often varied and were dependent not just on the offender themselves (for example their original crime, how willing they were to work and their behaviour), but also upon the location they were sent to. “Normal” punishment could include solitary confinement, physical reprimands (flogging) or hard labour in chain gangs.