If you drink wine, you know 19 Crimes.
At less than 10 bucks a bottle, it’s become my go-to bottle of red wine. Do I know shit about wine? Absolutely not, but it tastes good to me and all the winos I buy it for. Anyways, the better news (for me at least) is that the good folks at 19 Crimes are getting into the craft brew business with a line of three new craft beers – a pilsner, a lager and an IPA.
“19 Crimes is in its sixth year of phenomenal growth in the US, with sales exceeding two million cases,” states Michelle Terry, CMO of Treasury Wine Estates. “We know that our 19 Crimes wine lovers also highly index as consumers of craft beer. There is so much opportunity with this brand, and our retailers and customers have been asking us to expand into other alcohol beverages.”
According to a press release, all 19 Crimes beers ($12.99 SRP per 6 pack) will be available in cans with labels featuring the familiar faces of John Boyle O’Reilly, Michael Harrington and Cornelius Dwyer Kane, meaning the augmented reality will also work on the cans.
The Pilsner is made in a refreshing style with a medium dry finish. The India Pale Ale is a modern American IPA that is approachable yet complex and the Lager is clean and crisp, balancing bready malts with Old World and New World hop flavor.
Also, their bottles have a pretty cool augmented reality trick, where the bottle comes to life and tells the story of the convict on the front. The beer cans will do the same.
