LIVE INFAMOUSLY

The task was to take an obscure wine brand and put in the hands of millennials who weren't even thinking about the category. These beer and whiskey drinkers had no idea what things like terroir meant and frankly couldn't care less.

The solution. Convert the stories of rebelliousness at the heart of 19 Crimes into social currency for our ‘gram-driven audience. These extremely unusual stories were delivered in a way that brought the “true crime” tales of the brand to life, literally. The goal was an experience so viscerally engaging that once our millennial audience picked up a bottle they simply couldn’t put it back down.

153M impressions later sales were up 101%, depletions hit 98%, and 19 Crimes was named “Wine Brand of the Year.”