The program has generated a positive retailer response along with a wealth of consumer data, and Terry is confident that the app will continue to drive interest in TWE’s brands, including future innovations.
TWE has also launched Living Wine Labels content for the Lindeman’s Gentleman’s Collection, Chateau St. 19 Crimes’ AR features tell the stories of the convicts turned Australian colonists depicted on its labels, while the Walking Dead brand-inspired by the popular AMC series-has content that ties in with the show’s zombie theme. The app’s augmented reality (AR) content is tailored to each brand’s specific story. “We launched the 19 Crimes app in July 2017, and it was the first of its kind in the wine category,” she notes.
The app provides the company with direct access to consumer-use behaviors like frequency and length of use and how consumers are sharing the experience.Īccording to Terry, the Living Wine Labels app has been successful at driving consumer engagement with its sharable content for social media platforms. TWE’s global CMO Michelle Terry tells SND that the Living Wine Labels app-which allows consumers to view brand-related digital content after scanning a bottle’s label with a smartphone-has been downloaded around 1.3 million times. It’s a good combo with food.Īnd how is it best sipped? Describe the scene.Treasury Wine Estates (TWE) has seen innovative digital marketing efforts-epitomized by its Living Wine Labels app-help propel impressive growth for its 19 Crimes and Walking Dead brands among others lately.ġ9 Crimes has defied trends in the Australia category, rising from 100,000 cases in 2014 to over 1 million cases last year, according to Impact Databank, while the California-based Walking Dead label, launched in January, is projected to sell around 100,000 cases this year and is already on allocation. It also goes really good with spaghetti from my cookbook “From Crook to Cook.” Ground beef, Italian sausage, your favorite kind of cheeses. It definitely goes with a filet mignon steak and fettuccine. We know you enjoy your gin with juice, but what’s the ideal pairing for your wine? I was involved in the tasting process and just knew from the first sip, everyone was gonna love it. Strong, bold and incredible – just like the D-O-Double-G. 19 Crimes allowed me to come up with the perfect blend for me. The wine is from Northern California’s Lodi region with a smoky taste. What was the development process like for Snoop Cali Red? Did you go to any vineyards and taste any of the liquids that went into the final blend? So when 19 Crimes reached out to me, it just made sense. When I partner with a brand, it first of all has to be something that I like, an everyday part of my life, and something that feels good to me. Is there anything about the brand and its founders that resonates with you and your philosophies? Snoop Dogg drinks a lot of wine now and says you are what you drink. Because it is always great conversation, peace and good food. The wine community is just about as good as the cannabis community. It just sounded expensive so we started drinking that kind of red wine and we fell in love with it because it made us feel some kind of way about ourselves.Įven the glass that you’re drinking it out of, the way that you hold the glass, your posture, your conversation … all of that comes with the feeling of drinking wine because it is all in one glass.Īre there any similarities there with cannabis? My homeboy Warren G popped some shit on us called Merlot. Was there someone in particular that got you into it? You want to go with whatever you are or wherever you’re at – and as I got older, I wanted to age like fine wine. Old Age, Gin & Juice, Hennessy, but once I started getting intellectually together, wine started to enhance my thinking and my thought process. Wine was foreign to me in my neighborhood, so I’ve probably been drinking wine for about 15 to 20 years. How long have you been a wine drinker? And how did you develop a taste for the liquid? Where have you been holed up for most of this lockdown period?
The following has been edited for style and brevity:
In an exclusive interview with CNN, Snoop confirms that he’s every bit as complex as the red blend that now bears his name. These days, Snoop's passing over the hooch in favor of fine wine.
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