Could you imagine two of the most beloved things in this world coming together and creating a digital experience. Well, it happened. Wine and your smartphone now tell a story! If you haven’t heard of 19 crimes wine, you must try it! This isn’t your average bottle of wine; this wine tells a story. On the front of the bottle there is a scannable photo and when you place your phone over it, the person begins to talk on the front! Watch the wine come to life here: https://www.youtube.com/watch?v=9pjrl3ORqXM
Not only did the wine change the customer experience but it also had a great ROI. The Australian group Treasury Wine Estates who created the 19 crimes wine saw their sales shoot up after the release in 2018. They went from 4 million to 18 million bottles sold in just 18 months. This was a 500% sales increase for the estate. As a personal owner of 3 bottles of this wine it is a great idea and they way it is executed may be even better.
This wine is a great example that almost any product can have some type of mobile marketing. They took a boring wine label and brought it to life. The way that the label and the scanning of the label to make it come alive also was executed flawlessly. The label will talk to you no matter if you have or lose focus of the wine and the person stays talking on the label the whole time while he is telling his story. Great mobile execution! The wine also gained some traction on social media and news outlets which helped its popularity and sales skyrocket. Oh, and the wine inside the bottle is great as well! I know personally I bought a bottle of this wine just to scan the label and watch it come to life! I wasn’t interested in drinking the wine at all. I chose my wine based off the character not the selection of wine.
Overall, the creation of these wine labels was a great marketing tool and move. Not only did they change the experience of drinking wine, but they also brought something new into the wine industry. The wine is continuing to come out with new labels that will soon features celebrities. Snoop Dog will be the first celebrity to appear on a Rose and he does have a good message for you while you are drinking the wine! 19 crimes did a great job thinking outside of the box and creating a marketing plan that showed results.