Who wants to buy a criminal wine?Īnd, each label, of the core brand features a photo of a sad man - the mug shot of a convicted criminal. Any of 19 crimes could get you sentenced to transportation to Australia - banished to the end of the earth. Great Britain once expelled its most hardened criminals to Australia. 19 Crimes - outlaw wine! The name comes Australian history (history wine - oh no!). Sales of Shiraz have been sinking right along with Australian wine in general - a double curse!Īnd then there is the branding. American consumers drink plenty of Syrah and Shiraz in red blends, but they don’t seem to want to buy it as a varietal wine. The Australian section of my local upscale supermarket’s wine wall has shrunk to a shadow of its former self.Īlthough 19 Crimes has evolved into a lineup of 7 different wines, including Cabernet Sauvignon and Chardonnay, the core grape variety is Shiraz, and that’s the second problem. Sales of Aussie wines have been in decline here in the U.S. What’s going on?ġ9 Crimes is an Australian wine brand, which is the first problem. It is everything that shouldn’t sell in the U.S.
It breaks all the “conventional wisdom” rules. 19 Crimes, the popular brand from Treasury Wine Estates, does everything wrong.
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