April 20, 2020 – Treasury Wine Estates’ (TWE) brand 19 Crimes, the winery that uses augmented reality (AR) to bring their labels to life, has recently announced a multi-year partnership with entertainment icon, Snoop Dogg.
Snoop Dogg has kicked off the partnership with 19 Crimes’ first California wine, named ‘Snoop Cali Red’, which will be available in stores in summer 2020. TWE has confirmed that Snoop’s wine will also feature an augmented reality label of its own, so fans of both the wine and Snoop Dogg will be able to interact with the bottle through the winery’s ‘Living Wine Labels‘ app and witness the latest AR experience featuring the rap artist.
The company states that this latest line expansion will help to cast a contemporary lens on its 19 Crimes line of wines, which were inspired by the convicts turned colonists that built Australia.
Commenting on the partnership, Snoop Dogg said: “I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans. It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!”
John Wardley, TWE Marketing Vice President, Americas, stated: “Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Snoop Cali Red. Snoop embodies the spirit of 19 Crimes – rule breaking, culture creating and overcoming adversity. We are truly excited to partner with Snoop and welcome him to the 19 Crimes family.”
19 Crimes’ range of wines feature special labels that offer users an augmented reality interaction with the faces featured on each bottle. Users download the Living Wine Labels app, and point their phones at a bottle to watch stories unfold. The company first launched its augmented reality app in summer 2017, and to date, it has had more than 1 million downloads on the Google Play store.
Image credit: 19 Wines