19 Crimes named official wine of the VO5 NME Awards 2018 as part of year-long NME tie-up
Treasury Wine Estate’s (TWE) leading Millennial Wine brand 19 Crimes has been named as the official wine of the VO5 NME Awards 2018, the most rock’n’roll night in the music calendar, which will be hosted at London’s O2 Academy Brixton on the 14 February 2018.
As the official wine partners for the VO5 NME Awards, 19 Crimes will be sponsoring the “Best International Band” category. The sponsorship is the headline act of a year-long partnership between NME and 19 Crimes. The link-up will also see:
19 Crimes The Banished Dark Red and 19 Crimes Red wine served in the NME Bar, located at the Blue Fin building in London, for various gigs throughout the year
19 Crimes to host an exclusive ‘NME 19 Crimes Lock-In’ event showcasing upcoming talent to 19 Crimes drinkers
Usage of “served in the NME bar” logo through above and below the line communication
Kirstie McCosh, Marketing Director, Europe, at TWE, said: “We are hugely excited to sign this partnership for the VO5 NME Awards 2018. 19 Crimes is about ‘Banish Convention’, something NME –one of the most iconic brands in British music – and its featured artists have been championing for decades so it’s a great brand fit.
“The partnership enables us to reach our audience where they might not expect to see red wine, building awareness through the VO5 NME Awards and editorial and encouraging trial in the NME basement bar.”
Romano Sidoli, NME managing director, added: “It’s great to be welcoming 19 Crimes on board as the official wine partner for the VO5 NME Awards 2018. This exciting, innovative wine brand is a great fit for NME and its audience who enjoy discovering new experiences, so it’s fantastic to be able to bring to them this new wine brand against the backdrop of NME events.”
The NME Awards are famed for being one of the biggest nights in the music calendar and since its launch more than six decades ago, has seen some of the most iconic names in music take to the stage, with performances including The Beatles and The Rolling Stones, the infamous Britpop show-down between Blur and Oasis as well as the winners of the renowned “Godlike Genius” award; in most recent years won by Blondie, Coldplay and the Pet Shop Boys.
19 Crimes is enjoying significant success and growth in the UK since launch two years ago. Current sales are up 92%* year on year and it is delivering twice the value per outlet of its competitors in the Male Millennial category.
Last month 19 Crimes Cabernet Sauvignon launched into Co-Op stores across the UK, and will roll out into other retailers later this year. The brand has also been activating in-store for Hallowe’en, using the occasion to drive awareness of the new 19 Crimes Augmented Reality (AR) app.
This first-of-its-kind app brings to life the stories of the 19 Crimes’ criminals-turned-colonists. Hovering a mobile hand-held device (e.g. mobile phone or tablet) over the bottles will bring the character on the label to life, sharing their stories of rule breaking that sent them across the ocean to Australia.
* Nielsen Scantrack data MAT 7.10.17