19 Crimes wines on display at London Heathrow

The owner of wine brand 19 Crimes, Treasury Premium Brands (TPB), has announced expanded listings for both labels with travel retailer Dufry.

Alongside the expansion for millennial favourite 19 Crimes – which includes Snoop Dogg’s Cali Red and Cali Rosé, Martha’s Chard (named for Martha Stewart), and The Punishment Pinot Noir – TPB announced that it would also be launching its luxury Beaulieu Vineyards range in global Dufry locations in 2023. The extended wine offer will include Beaulieu Vineyards’ Georges de Latour, Rutherford, Tapestry, and Napa Valley Cabernet Sauvignon.

It follows successful brand activations for 19 Crimes at London Heathrow and Stansted airports in 2021 and 2022 respectively, which were said by World Duty Free to be its most successful wine promotions in the UK duty-free market to date. A further activation is planned for London Gatwick later in 2023.

A shopper explores the 19 Crimes wine brand activation at London Heathrow
Exploring the 19 Crimes wine brand activation at London Heathrow

Katherine Berry, TPB travel retail business manager, said: “We are extremely pleased to see our GTR campaign for 19 Crimes taking off in partnership with Dufry as well as building the luxury wine category with Beaulieu Vineyards across key hubs. These new listings build on the work we’ve done to develop the 19 Crimes brand among travellers and show the great potential for wine to become an even bigger category in duty free.”

Paul Martin, Dufry’s UK liquor product and promotion manager, said: “We are delighted to be furthering our wine product offer in collaboration with Treasury Premium Brands. With popular and high-profile wine brands such as 19 Crimes and Beaulieu Vineyards joining fellow Treasury Wine Estate group brands such as Penfolds, it’s a great time to be expanding the wine category in global travel retail.”

In addition to the 19 Crimes and Beaulieu Vineyards products, TPB is supplying a number of other new listed wines to Dufry, including Gabbiano Chianti Classico, Gabbiano Venezie Pinot Grigio, and bottlings from Cambon La Pelouse.

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