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June 11, 2021

Treasury Wine Estates’ 19 Crimes’ Snoop Cali Rosé – Product Launch

The bottle features an AR activation allowing consumers to interact with a hologram version of Snoop Dogg.

By Rhodri Morgan

  • Category – Wine, US, rosé, 10.7% abv
  • Available – From this month
  • Location – The US, available in the off-premise channel and online
  • Price – SRP of US$11.99 per bottle

Treasury Wine Estates has launched a Californian rosé as part of its partnership with rapper and actor Snoop Dogg.

Snoop Cali Rosé is part of TWE’s 19 Crimes brand and comprises a blend of Grenache and Zinfandel. The bottle features an augmented reality activation where consumers can scan the label and visit askthedoggfather.com to engage with a hologram version of the US musician.

The release is available immediately at selected retailers and online across the US.

“We can’t wait for this second release to hit our loyal 19 Crimes fanbase,” said VP of marketing for TWE’s Americas division, John Wardley. “This is 19 Crimes’ first California Rosé and we are already seeing high demand from our retail partners to get it in-store as soon as we possibly can.”

The first wine from the tie-up with Snoop Dogg was Snoop Cali Red, which was released in the US last year. The artist also owns a brand of his own: Indoggo Gin launched in the US nine months ago.

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