Snoop Dogg, face of Treasury Wine Estates’ 19 Crimes wine, drops in on CEO Tim Ford

It was a mix of business and pleasure as US rapper Snoop Dogg and his entourage dropped in on Treasury Wine Estates CEO Tim Ford at the winemaker’s Melbourne HQ on Friday.

Snoop Dogg with Treasury Wine Estates CEO Tim Ford.

US rapper superstar Snoop Dogg dropped into the headquarters of winemaker Treasury Wine Estates on Friday to meet staff and executives, including chief executive Tim Ford, as part of his collaboration with the company’s highly successful 19 Crimes wine brand.

In Australia for his ‘I Wanna Thank Me’ Australian tour, which kicks off at Rod Laver arena in Melbourne on Saturday, Snoop Dogg made the star appearance at Treasury Wine’s casual Friday day - along with his entourage of around a dozen people - and played some tracks.

But there is also key business to discuss between Snoop and the Treasury Wine’s boss around the 19 Crimes brand, which was a huge global success when it was launched a few years ago but is now showing some signs of slowing from its peaks.

Snoop Dogg at Treasury Wine Estates’ Melbourne HQ.

Mr Ford had previously held a number of zoom meetings with Snoop through Covid-19.

In Treasury Wine’s latest financial report, Mr Ford conceded there had been a slowing pace for 19 Crimes, especially in the December quarter. The brand’s initial blockbuster success saw it race to a 5 million cases a year label.

And Mr Ford still sees 19 Crimes as a huge growth engine for the winemaker, whose iconic wines include Penfolds and Wolf Blass, with Treasury Wine to rework some of its strategies to reinvigorate the popular wine label this year.

Snoop Dogg's 19 Crimes Snoop Cali Red was launched a few years ago and has helped build 19 Crimes as one of the most successful wine launches in decades.

Speaking during Snoop’s visit, Mr Ford said he was thrilled to have the rapper drop in at the winemaker’s headquarters.

“It’s not every day that you get to hang out with an entertainment icon that’s defined a whole genre of music. The collaboration with Snoop is unique because it’s more than just his face on the label – it’s an equal partnership where we work together bringing to life ideas and concepts that are setting the bar for the wine category.

“The 19 Crimes brand has been a standout success in our portfolio globally, and the best part is it’s attracting a whole new segment of wine lovers. Wine is a category that’s steeped in tradition and heritage; we’re turning wine marketing on its head, blending culture with wine and having some fun with it.”

When Snoop joined up with Treasury Wine three years ago he launched The Snoop Cali Red that was a blend of 65 per cent Petite Syrah, 30 per cent Zinfandel, and 5 per cent Merlot.

Treasury Wine Estates CEO Tim Ford next to a Snoop Dogg mural in Melbourne.

“I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans,” Snoop said in a statement at the time.

In 2022 with Treasury Wine he launched Snoop Cali Rosé.

The marketing partnership with Snoop was later followed by US lifestyle guru Martha Stewart, who joined as the second face of 19 Crimes in 2021. The brand hit sales of more than 5m cases globally in 2022, and has won a range of awards, including ‘Most successful wine launch of all time’ (Cali Red), ‘Most successful wine launch of all time’ (Cali Rosé), ‘Most successful wine launch of 2022’ (Martha’s Chard) and ‘Most successful sparkling launch of 2022’ (Cali Gold).

The 19 Crimes wine tells the stories of convicts transported to Australia by Britain and has enhanced that legend by linking up with so-called “celebrity criminals”.