19 Crimes: Modern refresh, rebellious spirit.

19 Crimes brought an entirely new dynamic to the wine shelf when it launched a decade ago – the ‘un-wine’ wine. We were charged to revive these centuries-old criminals and engage younger adult consumers without alienating the brand’s loyal fans. The gentle evolution freshened up the pack and gave today’s consumers the information they crave: tasting notes & flavour profile scale on the front label and a more detailed brand story. Gold foil elements and embellishments elevate and lend credibility to the pack.