19 Crimes returns 'treasure hunt' campaign offering chance to win a share of £100,000

Treasury Wine Estates (TWE) has re-introduced the popular consumer campaign for its leading Millennial wine brand, 19 Crimes, which challenges the nation to find one of four hundred limited-edition ‘19th Corks’ worth £250 each, concealed within winning bottles of 19 Crimes.

Launching today (1 March) and running until 31 August, there will be 400 winning 19th Crime Corks across the brand’s Red Wine, Uprising, Chard, Sauv Block and Revolutionary Rose 750ml bottles giving customers the chance to win a share of £100,000.

The treasure hunt aims to increase brand awareness, drive sales, and engage further with the brand’s key audiences. The promotion is a major tentpole activity in the brand’s annual calendar and is being supported by a significant TTL package including social, PR, influencer, and instore activity.

The winning ‘19th Corks’ will be fairly and randomly distributed amongst promotional products and will feature a unique 8-digit code. Once found, the winner will be directed to a 19th Cork dedicated website to claim their cash prize of £250 for finding a winning 19th Cork.

“We are excited to be re-launching the 19th Cork promotion across both grocery and impulse channels. This activity will allow us to better connect with our customers and drive deeper brand engagement, supporting our journey to showcase the innovation and quality behind the 19 Crimes brand,” Ben Blake, marketing director at Treasury Wine Estates, sais.

“Through the winning 19th cork campaign, we are striving to provide our customers with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more. The 19th cork campaign is unique and we are confident it will drive visibility of the 19 crimes brand.”

The 19 Crimes brand continues to go from strength to strength, disrupting the wine category and recruiting new consumers from a typically younger demographic. Having recently reported that the brand is adding £7.4 million to the category, a significant growth from last year, this campaign is expected to further capitalise the brands success and encourage repeat purchase in the wine category.