19 Crimes, a globally recognized wine brand, is making a strategic foray into the spirits sector with the introduction of its new spiced rum
This distinct 37.5% ABV 19 Crimes Spiced Rum is infused with tropical fruit flavours, offering a rich blend of mango and pineapple aromas, complemented by undertones of caramel, molasses, and vanilla.
The rum presents a sweet profile, leading with toffee and exotic fruit notes, accompanied by a subtle hint of cocoa. It incorporates classic rum characteristics, enriched with oak and sugarcane molasses notes, culminating in a “long fruity finish” that delicately balances vanilla and spice nuances.
Owned by Treasury Wine Estates, 19 Crimes aims to attract new and younger audiences to the rum category with this launch.
The product’s packaging is a collaboration with Tactic Studio, featuring innovative augmented reality technology. This technology vividly animates the image of Mary Bryant, one of Australia’s most notorious convicts, adding a unique interactive dimension to the brand experience.
Russell Kirkham, the head of regional marketing EMEA at Treasury Premium Brands, shared insights on this venture: “19 Crimes is renowned for its bold and defiant ethos, consistently challenging conventions. Following our successful venture into barrel-aged wines with the 19 Crimes Uprising range, we were inspired to expand our horizons. Venturing into the creation of a 19 Crimes Spiced Rum was a natural progression for our brand, marking our entry into new, exciting territories.”
