You'd be hard-pressed (pun intended) not to have heard of, seen, or enjoyed a glass of 19 Crimes. Not merely a catchy name, "19 Crimes" references the number of petty offenses that led to convicts' exile to Australia from Britain in 1787.

Since its debut in 2012, 19 Crimes has emerged as one of the most successful wine brands to enter the market, largely attributable to its clever marketing tactics.

Let's delve into how 19 Crimes crafted a rebellious, rule-breaking brand.

1. The Power of a Compelling Story

Each bottle comes with a criminal record; scanning the AR-enabled label brings the featured convict's narrative to life through an animated video. Learn about Jane Castings, exiled at the age of 82, or John O'Reilly a convicted Irish rebel. This feature alone is believed to have boosted sales by nearly 500% in 18 months.

2. Distinctive Labels

Amidst a supermarket shelf of reds, 19 Crimes stands out with its distinct yellowing labels showcasing a mugshot of a convict. While other labels blend in, 19 Crimes pops, making it an easy pick for shoppers. They've even introduced glow-in-the-dark labels, sparking conversations around the dinner table.

3. Exciting Collaborations

To appeal to a younger male demographic, 19 Crimes partnered with Snoop Dogg for its first California wine, releasing Snoop Cali Red. Cali Red was crowned the #1 US Wine Innovation of 2020, bringing 33% of new consumers into the wine category.

4. Collectible Corks

Each collectible cork represents one of Britain's 19 Crimes deemed punishable by exile, from setting fires to impersonating an Egyptian really 😂). The Cali Red even features Snoop on the cork, a savvy loyalty and cross-selling tactic

5. Affordable and Accessible

With an affordable price point and widespread availability, 19 Crimes has surged in popularity. Their wines can be found in major supermarkets and shops at reasonable prices, offering great taste and easy drinking.

19 Crimes is an unforgettable wine brand that has disrupted the market by creating a bold, distinctive identity that dares to be different in a rather mundane market. Implementing any of these rule-breaking tactics can give your business big brand energy