Innovative wine brand 19 Crimes moves into Rum

Innovative wine brand 19 Crimes is moving into the spirits sector with the launch of a spiced rum as it continues to expand outside of wine.

The 19 Crimes brand is owned by Treasury Wine Estates, the Australian wine company that own a huge collection of wineries in Australia, the US, New Zealand and Italy. It’s Australian brands include Penfolds, Wolf Blass, Wynns Coonawarra, Rosemount Estate and Lindemans. In the US they own amongst many others, Stags' Leap Winery, Blossom Hill and Beringer Vineyards.

Russell Kirkham, head of regional marketing at EMEA Treasury Premium Brands claims 19 Crimes is known for being a daring and rebellious brand that breaks the rules.

Originally a wine brand, it has used stars such as Snoop Dogg and Martha Stewart to sell wine. In 2021 it launched a hard seltzer, but this is the first spirit it has put its name to.