Treasury Wine Estates’ #1 UK Millennial Wine Brand[1], 19 Crimes has unveiled its first major UK & ROI activation – The 19th Cork.

Launching this month, the 19 Crimes, 19th Cork campaign will call upon the nation to find ‘The 19th Cork’ concealed within one of hundreds of winning bottles. Those who find a winning cork will win £30k worth of cash prizes. The promotion will run across major multiples, wholesale and convenience stores.

The ultimate treasure hunt to track down the 19th Cork, aims to enhance brand awareness and engage further with the brand’s key audiences. There are 210 winning corks and once found, consumers can instantly win cash prizes.

The 19 Crimes brand continues to go from strength to strength, disrupting the wine category and recruiting new consumers from a typically younger demographic. It has recently celebrated selling 12,000,000 bottles and has really excelled when it comes engaging with its millennial audiences through technology. It has also reported +134.6% (MAT) in volume growth[2] and was recognised as 2020’s 4th most admired wine brand.

The 19th Cork activation is live now until 31st October across the brand’s Red Wine and Uprising varietals, and is being supported by the single largest through-the-line campaign the brand has seen in the UK. With support across above-the-line, in-store, PR, digital and events, the campaign is expected to reach millions of consumers. More specifically, the brand will undertake digital OOH activity, in store activity across all major grocery and impulse retailers, and an extensive social media campaign allowing consumers to interact with the promotion and solve clues to find the location of some of the winning bottles.

As part of the campaign, the brand will also open The Cl(INK), a pop-up tattoo parlour in Shoreditch London where 19 Crimes enthusiasts can get a free tattoo from leading tattoo artists, with designs inspired by the 18th century. Should consumers opt for the secret 19th design, they’ll get a bespoke 19 Crimes tattoo, along with a clue to the location of a winning 19th Cork bottle.

Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates, says: “As the 19 Crimes brand continues to make waves, we are striving to provide its audiences with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more.

“The 19th Cork campaign is a unique, shareworthy concept that we are confident will drive huge visibility and talkability of the 19 Crimes brand.”

[1]Nielsen Scantrack, Total Light Wine, Total Coverage, Value Sales, 52 we data to 27.02.21– Millennial brands – 19 Crimes, DarkHorse, Jam Shed, Most Wanted, Apothic, Lindemans GC, The Duke, Chronic Cellars, Starve Dog Lane, XYZin

[2] Nielsen Scantrack, light wine, total coverage, PE 17.07.2021

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