WHEN YOU’VE ALREADY CONQUERED THE WINE CATEGORY, WHERE DO YOU GO NEXT?
You go where no wine brand has dared to go before: a world where beer and spirits dominate, and wine has no business being: the world of UFC. For 19 Crimes, the challenge wasn’t just getting into the arena. It was standing out in it.
UFC FANS LIVE FOR THE FIGHT,
inside the octagon and out. They respect grit, swagger and boldness above all. And they’re not afraid to break a few rules along the way. That’s the same spirit 19 Crimes was built on.
While other wine brands play it safe, 19 Crimes embraces disobedience. With a rule-breaking identity, disruptive creative and a real voice,
WE COULD GO TOE-TO-TOE WITH BEER AND SPIRITS AND EARN OUR PLACE IN THE CULTURE OF THE UFC.
WE BROUGHT 19 CRIMES INTO THE OCTAGON WITH A FULLY INTEGRATED CAMPAIGN THAT HIT JUST AS HARD AS THE FIGHTS.
We tapped into UFC’s loyal fanbase at every turn. From high-energy activations at UFC events to a disruptive commercial that aired above the octagon, every touchpoint leaned into the brand’s challenger spirit. We fused real fan energy with bold creative, from graffiti walls and disobedience confessionals to a national sweepstakes that offered the ultimate VIP UFC experience. Outside the arena, we extended the story into retail with co-branded displays and athlete partnerships that made 19 Crimes impossible to ignore, even in a category built for beer and spirits.
We put 19 Crimes on a new kind of main stage, introducing the rebel wine to a fight-loving audience with attitude, defiance and undeniable energy.
"The authentic story of rebellion and disruption from social norms are the themes UFC and 19 Crimes thrive on. We continue to break the rules by supporting and focusing on wine’s uninvited guests."
#1 IMPORTED
PREMIUM WINE BRAND
#1 WINE
IN IRI PACESETTER HISTORY
TOP 10 in $ SALES
$11-15 SEGMENT
OVER
1.6M DIGITAL IMPRESSIONS
