19 Crimes will launch a new global campaign that invites a new generation of curious rebels to love the brand and challenge the status quo

The world’s “premier” mixed martial arts organisation UFC (Ultimate Fighting Championship) has recently announced that 19 Crimes, an award-winning global wine brand by Treasury Wine Estates, has been named the official wine of UFC in Asia.
 
Not just a catchy name, 19 Crimes refers to the number of felonies used to exile over 160,000 convicts from Britain back in 1787. Upon conviction of at least one of the 19 from that list, prisoners were sentenced to punishment by exile, and were transported to Australia—should they survive the journey there. Those who survived became the first British settlers on the continent. Today, the wine brand continues to celebrate that spirit by partnering with modern day culture creators and innovators. 

Photo: Courtesy of 19 Crimes

Celebrating rebellion and individuality, 19 Crimes has been a standout success for global wine producer Treasury Wine Estates since it launched in Canada in 2011. The wine’s portfolio includes the signature varietal Red Blend and is renowned for innovative collaborations including Snoop Dogg’s ‘Cali Red’ and ‘Cali Rose’ and Martha Stewart’s ‘Martha’s Chard’.

Photo: Courtesy of 19 Crimes

19 Crimes will feature in a range of UFC assets within live broadcasts and on UFC-owned social media channels, including logo integration, a series of “KO of the Week” content pieces, and brand presence and slogans in the world-famous Octagon. As the official wine of UFC in Asia, 19 Crimes will be a presenting sponsor at a Fight Night event hosted within Asia in 2023.

 Kevin Chang, UFC Senior Vice President Asia said, “19 Crimes celebrates the pioneers who broke barriers and pushed the limits of what is possible, the same spirit we carry at UFC. We are excited to partner with 19 Crimes in Asia and beyond.”

For more information, visit 19crimes.com.