19 Crimes

Tapping into a culture of rebellion and rule-breaking.

Denomination has partnered with 19 Crimes for over a decade to help build one of the most disruptive and culturally relevant brands in the world. From rebellious storytelling and augmented reality to category-defining collaborations and adjacent expansions, the brand has consistently attracted younger and more diverse consumers. Our work ensures 19 Crimes continues to break rules while bringing new drinkers into wine.

19 Crimes brought an entirely new dynamic to the wine shelf when it launched a decade ago – the ‘un-wine’ wine. Its unique storytelling approach, use of augmented reality technology and its category-leading collaborations have made 19 Crimes a trailblazer in the wine industry. The introduction of Snoop Dogg as both collaborator and brand ambassador importantly attracted a younger and more diverse consumer base, with 70% of purchasers being new to the brand and 27% new to the wine category altogether.

Denomination’s work with 19 Crimes has spanned a decade covering branded packaging for limited and seasonal editions, expansion into new adjacent categories of seltzer and rum, collaborations with Snoop Dogg, Martha Stewart and Universal, and the recent packaging evolution of the core range for the brand. This gentle evolution freshened up the pack and gave today’s consumers the information they crave: tasting notes and flavor profile scale on the front label and a more detailed brand story. Gold foil elements and embellishments elevate and lend credibility to the new packs.