How cultural strategy transformed the wine category

The internet is widely in agreement: 19 Crimes has become the poster child for modern wine marketing. With its bold presence in unexpected places like the UFC, coffin-aged wine intrinsics, and AR-powered storytelling through “living labels,” the brand has captivated a new generation of wine drinkers. Between 2016 and 2022, this imaginative approach helped 19 Crimes quadruple its growth — especially outside its native Australia.

But what’s really behind this success? And why does its rebellious narrative resonate so strongly with global audiences?

FROM: Familiar Tropes of Australian-ness

For British consumers, Australian brands have long leaned on a predictable palette:

• Laid-back lifestyle (Fosters)
• Beach culture (Bondi Sands)
• Outdoor sports (Billabong)

These associations, while positive, have become somewhat one-dimensional.

TO: A Darker, Richer Cultural Narrative

19 Crimes taps into a less-explored side of Australian identity—its convict past and the spirit of rebellion. This isn’t just clever branding; it’s a cultural strategy that aligns with a broader shift in how Australian culture is being represented and consumed globally.

From the brooding artistry of Nick Cave, to the gritty brilliance of shows like Mr Inbetween and Territory (described by The Guardian as “Succession in the outback”), popular culture has laid the groundwork for a brand like 19 Crimes to thrive.

Why It Works

19 Crimes doesn’t just tell stories of rebellion — it authenticates them through a cultural lens that feels fresh, ownable, and emotionally resonant. It’s not rebellion for rebellion’s sake; it’s rebellion rooted in history, grit, and identity.

This strategy is more compelling than a new take on terroir or a glossy rebrand of the Yarra Valley. It’s a reframing of Australia itself — one that feels timely, relevant, and full of narrative potential.

The Snoop Factor: A Double-Edged Sword?

The brand’s collaboration with Snoop Dogg is a natural evolution — broadening its appeal and injecting contemporary cool. But it also risks diluting the uniquely Australian edge that made 19 Crimes so distinctive in the first place. Snoop is a global icon, but he’s also an American institution. The move may signal a shift toward a more conventional rebellion narrative.

Still, with plans to expand into other alcohol categories, the brand is likely to succeed. But if they ever want to return to their roots? Maybe it’s time to give Nick Cave a call.

Key Takeaways for Brands

• Cultural strategy beats category convention: Don’t just zig when others zag — find a cultural narrative that’s underrepresented and make it your own.
• Global relevance starts with local authenticity: 19 Crimes’ success abroad is rooted in a deep, specific understanding of Australian identity.
• Rebellion works best when it’s earned: Authenticity matters. Rebellion tied to history and culture resonates more than generic edginess.
• Pop culture can pave the way: When culture shifts, it creates space for brands to move in. Stay alert to what’s bubbling up in music, film, and TV.

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