19 Crimes |  Treasury Wine Estates

Confessing Labels

The Market


The Challenge

19 Crimes is a wine brand whose labels feature historical British convicts - each banished to Australia for committing one of the 19 Crimes. How does 19 Crimes stand out though in an already crowded wine aisle and capture the attention of new customers?

The Idea

The wine category's first-ever AR experience, the 19 Crimes app brings the 19 Crimes bottle to life, letting the the convicts on their labels speak directly to shoppers.


Only 5 years after launch, 19 Crimes has broken out of the wine aisle and gone viral.

  • 153m Earned impressions
  • 101% YOY sales increase
  • 412% Increase in engagement
  • 98% Depletion rate
  • Reggies, Best in Show
  • Reggies, Gold (Creativity & Innovation)
  • Reggies, Bronze (Content Marketing)
  • 19 Crimes Confessing Labels - Alt
  • Scanning wine bottle for 19 Crimes Confessing Labels campaign