![]() The brand had already put in place a series of cutting-edge elements in the marketing of the wine, including using black matte bottles and having “living” wine labels, where augmented reality technology allowed consumers to place their phones over the bottle’s label to watch videos of various miscreants tell their rogueish tales. Mr Alterman was integral in the growth strategy of 19 Crimes after joining in 2018. Accolade Wines has poached the 19 Crimes brand director.īen Dollard, Treasury Wines president for North America, said late last year that 19 Crimes and the Cali Red range (which features Snoop Dogg’s face on the label) had brought tens of thousands of new customers into the wine category. Snoop Dogg has been front and centre of the hugely-successful 19 Crimes brand - which now sells 5 million-plus cases of wine a year. Snoop Dogg is the public face of the brand and appears on many of its labels. The 19 Crimes brand is one of the major growth planks for Treasury Wines, with annual sales of more than 5 million cases of wine. He will become Accolade’s head of marketing for North America from mid-July. ![]() Ming Alterman, who was the brand director for 19 Crimes, based in California, has been hired by Accolade Wines, owned by private equity giant Carlyle Group. A person who was central in Treasury Wine Estates being able to build 19 Crimes into one of the fastest-growing wine brands in the world by leveraging the star power of rapper Snoop Dogg has been poached by a large rival.
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