19 Crimes has signed up as the official wine of the upcoming NME Awards 2018 as part of a year-long deal with the music magazine.
The Treasury Wine Estates brand will sponsor the Best International Band category at the awards, which take place at London’s Brixton Academy on 14 February 2018.
Its The Banished Dark Red and 19 Crimes Red will be served at the NME Bar in London throughout the year, while the line ‘Served in the NME bar’ will be added to the brand’s above and below the line activity.
The deal would “enable us to reach our audience where they might not expect to see red wine”, said TWE marketing director Kirstie McCosh.
The partnership will also see 19 Crimes host an exclusive ‘Lock-In’ event, showcasing up-and-coming bands to its drinkers.
It comes as the brand last month launched a new Cabernet Sauvignon into the Co-op amid a significant expansion of the retailer’s wine offer.
It mounted a considerable push over Halloween, rolling out promotional neck collars and launching a new augmented reality app that allows shoppers to see the ‘rogue’ characters on 19 Crimes bottles speak to them.
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