Innovation
Living Wine Labels
Treasury Wine Estates
Issue 46 | March 2018
Background
In the late 18th century, if a citizen of the British Isles committed any one of 19 crimes, he or she was punished by transportation to Australia.
For those lucky enough to survive the journey by sea, a new world awaited.
19 Crimes was a brand that celebrated the pioneers of the new colony and the culture they established.
The labels of the wines told the true stories of the convicts, scholars and rebels who had been transported.
For instance, Hard Chard celebrated the women who had been banished.
The Red Blend featured John Boyle O'Reilly, who escaped to America.
However, in an increasingly competitive retail environment, the brand needed to capture new consumers.
This article is for Directory subscribers only
Login
People Also Read
- HerShe
Issue 56, September 2020 - UGM (User Generated Mailing)
Issue 8, September 2008 - Brilliant Machines Rock
Issue 30, March 2014 - $HRED
Issue 34, March 2015 - Hungerithm
Issue 40, September 2016 - Evan
Issue 42, March 2017 - Trash Isles
Issue 47, June 2018