19 Crimes never wanted to behave like a traditional wine brand. The challenge was creating an always-on social and influencer presence that could build cultural relevance, not just product awareness.
Red Brick Road took the brand’s existing ‘Break Convention’ Red Thread idea and built it into a social ecosystem rooted in a single belief: today’s wine drinkers don’t want rules, they want permission to do things their own way.
The result was a creative social platform that turns everyday moments into acts of self-expression, rebellion, and spontaneity, positioning 19 Crimes as the wine brand for people who choose the more interesting path.
Across organic social, we reject category conventions entirely. Instead of polished wine culture tropes, content leans into humour, micro-escapes and disruptive creative designed to stop thumbs and start conversations. The work celebrates individuality and encourages audiences to embrace the small moments that break routine and inject joy into everyday life.
Influencers are an extension of the brand, not a media add-on. We partner with creators who naturally embody creativity, non-conformity and cultural relevance, giving them the freedom to interpret the brand authentically in their own voice.
The result is a distinctive, always-on brand world that consistently shows up with confidence and personality, reinforcing 19 Crimes’ rebellious positioning and proving that even everyday social content can break convention.