Living Wine Labels

Treasury Wine Estates

Issue 46 | March 2018


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.

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