19 Crimes takes to beer

30 March, 2020 by Andy Young

Building on the huge success of its wine brand, and continuing its ‘rebellious’ ethos, 19 Crimes is moving into the beer category, with a limited edition Pale Ale.

The beer, which is described as a soft-bodied Pale Ale, is targeted at millennial craft beer drinkers and features 19 Crimes’ bold and unique packaging, complete with its famous mug shot Augmented Reality experience.

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Today 19 Crimes is a $36m brand in Australia and is the number one contributor to growth in the wine market. It is also the number one contributor to Chardonnay and Shiraz growth in Australia.

Laura Wenn, Senior Brand Manager for 19 Crimes, said: “19 Crimes is a true juggernaut, experiencing phenomenal global success and gaining traction quickly and organically here in Australia since launching in 2014.

“Creating a Pale Ale felt like a natural, obvious next step for the brand as we know that our wine consumers equally enjoy discovering craft beer. Almost 50 per cent of purchases by craft beer drinkers are for beers they have never previously tried and we also know that craft beer buyers are 10 per cent more likely to purchase wine than the average liquor shopper.

“We are confident that the 19 Crimes Pale Ale will prove successful with millennials thanks to its crisp taste, distinctive packaging and our ‘talking’ augmented reality label.”

The 19 Crimes Pale Ale will launch this month throughout Cellarbrations, The Bottle-O, IGA Liquor, Ritchies liquor outlets and independent retailers. It is available in Australia until stocks last.