The 19 Crimes wine brand — known for their prisoner-themed labels with augmented reality — will launch three craft beers in the U.S. this March.
The new brews are an India pale ale, a pilsner and a lager.
“We know that our 19 Crimes wine lovers also highly index as consumers of craft beer,” says Michelle Terry, CMO of brand-owner Treasury Wine Estates. “There is so much opportunity with this brand, and our retailers and customers have been asking us to expand into other alcohol beverages.”
All 19 Crimes beers will be available in cans with labels featuring the familiar faces of John Boyle O’Reilly, Michael Harrington and Cornelius Dwyer Kane — meaning the augmented reality will also work on the cans.
The beers will be tested in Ohio initially and then expand to more states by the end of the year. The suggested retail price is $12.99 per 6-pack.
The pilsner has a medium dry finish, the company says, while the IPA is a modern American IPA that is “approachable yet complex.” The lager is clean and crisp, balancing bready malts with Old World and New World hop flavor.
You can download the Living Wine Labels app from the Apple app store and Google Play Store.
