19 Crimes Seltzer
A seltzer that’s unmistakably, unapologetically 19 Crimes.
Denomination has partnered with 19 Crimes for more than a decade, helping build one of the world’s most disruptive and culturally resonant drinks brands. When brand owner Treasury Collective looked to extend that success into the fast-growing seltzer category, the brief was clear: stay true to the brand’s rebellious DNA while entering a space defined by very different cues.
The seltzer shelf is dominated by light, airy palettes, wellness messaging and “better-for-you” simplicity. But 19 Crimes has never played by category rules. Instead of leaning into convention, the brand wanted to subvert it by creating a seltzer that was unapologetically dark, flavor-first and unmistakably 19 Crimes.
Denomination delivered exactly that. The resulting design stands as a deliberate counterpoint to the category: bold, brooding and flavor-led, with visual weight and attitude where others appear soft and minimalist. It’s a seltzer that speaks directly to the 19 Crimes mindset: confident, contrarian and unafraid to disrupt.
A new category entry that refuses to blend in: very 19 Crimes.
As the UK’s #1 Millennial Wine Brand, 19 Crimes has been a key focus area for us as it continues to perform strongly and drive disruption in the wine category. By launching The Deported our coffee red, and both flavors of Seltzer, 19 Crimes continues to be the disruptive brand in the alcohol space. 19 Crimes will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavor profiles.”
Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates
