What Is 19 Crimes

Content on WhatAnswers is provided "as is" for informational purposes. While we strive for accuracy, we make no guarantees. Content is AI-assisted and should not be used as professional advice.

Last updated: April 15, 2026

Quick Answer: 19 Crimes is an Australian wine brand launched in 2003 that gained global popularity for its storytelling labels, each depicting a real historical convict transported to Australia. The brand's name refers to the 19 crimes punishable by transportation to Australia under British law in the 18th and 19th centuries.

Key Facts

19 Crimes wine was first launched in 2003 by Australian wine company Treasury Wine Estates
The brand's name references the 19 crimes that could lead to penal transportation to Australia
Each wine bottle label features a real convict's story from historical records
The 'Living Wine Labels' augmented reality app was launched in 2016 to bring labels to life
19 Crimes became the fastest-growing wine brand in the U.S. by 2018, selling over 3 million cases annually

Overview

19 Crimes is an Australian wine brand that blends history, storytelling, and modern technology to create a unique consumer experience. Launched in 2003, it draws its name from the 19 crimes that could result in forced transportation to Australia under British law during the 18th and 19th centuries.

The brand features real convicts’ stories on its wine labels, each based on documented historical records. With bold packaging and innovative marketing, 19 Crimes has become one of the most recognizable wine brands globally, particularly in the United States.

Origin: The brand was created by Treasury Wine Estates, a major Australian wine company, to stand out in a competitive global market with a compelling narrative.
Historical basis: The '19 crimes' refer to offenses like theft, burglary, and piracy that could lead to penal transportation to Australia between 1788 and 1868.
Label design: Each wine bottle features a mugshot-style label of a real convict, with biographical details drawn from historical archives.
Augmented reality: In 2016, 19 Crimes launched the 'Living Wine Labels' app, allowing users to scan labels and see animated stories of the convicts.
Global reach: The brand is now sold in over 40 countries and has become especially popular in the U.S., where it gained cult status by 2018.

How It Works

19 Crimes combines historical education with interactive technology and wine branding to engage consumers beyond the bottle. Each element of the product is designed to tell a story and create emotional connection.

Living Wine Labels: Using a smartphone app, consumers can scan the label and watch the convict 'come to life' in a short animated video narrated in first person.
Wine varietals: The brand offers red, white, and rosé wines, including popular blends like the 'Red Blend,' which became its flagship product.
Historical accuracy: Each convict featured has a documented trial record, and their stories are verified through sources like the Old Bailey archives in London.
Marketing strategy: The brand uses social media, limited-edition releases, and storytelling campaigns to maintain consumer interest and expand its audience.
Production scale: Wines are produced in South Australia, primarily in the Riverland region, using both estate-grown and sourced grapes.
Consumer engagement: By blending history and technology, 19 Crimes turns wine consumption into an educational and interactive experience.

Comparison at a Glance

Here’s how 19 Crimes compares to traditional wine brands in key categories:

Feature	19 Crimes	Traditional Wine Brands
Label storytelling	Features real convicts with augmented reality integration	Typically uses region, grape, or winemaker as focus
Consumer interaction	High engagement via app and social media	Limited to branding and tasting notes
Historical education	Each bottle includes a documented convict biography	Rarely includes educational content
U.S. market growth (2018)	Sold over 3 million cases, fastest-growing wine brand	Average growth below 5% annually
Global availability	Sold in over 40 countries	Typically limited to regional or continental distribution

The interactive and narrative-driven approach of 19 Crimes sets it apart from conventional wine labels, which rely more on terroir and tradition than storytelling. This differentiation has helped it capture younger demographics and non-traditional wine drinkers.

Why It Matters

19 Crimes has redefined how wine brands can engage consumers by merging history, technology, and marketing into a cohesive experience. Its success demonstrates the power of storytelling in modern branding.

Cultural impact: The brand has sparked interest in Australian colonial history and penal transportation among global consumers.
Innovation benchmark: It set a new standard for augmented reality use in the beverage industry, inspiring other brands to adopt similar tech.
Market disruption: By targeting younger audiences with bold flavors and interactive labels, it challenged traditional wine marketing norms.
Educational value: Each bottle serves as a mini-history lesson, making learning accessible and engaging for casual consumers.
Global expansion: Its success in the U.S. market showed that niche storytelling could achieve mass appeal across cultures.
Brand longevity: Continuous innovation, including limited editions and new varietals, has kept the brand relevant since 2003.

Today, 19 Crimes remains a standout example of how heritage and modernity can blend to create a powerful, memorable brand identity in the global marketplace.