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Collectible corks? Talking labels? How the wine industry trick millennial males to buy their wine

Ahead of Father’s Day, our wine expert picks the perfect reds for the man in your life

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A selection of wines that would make a great gift this Father's Day

A selection of wines that would make a great gift this Father's Day

Finca Flichman Gestos Malbec 2020

Finca Flichman Gestos Malbec 2020

Bodega Matsu El Recio 2017

Bodega Matsu El Recio 2017

Mr Francois-L Vuitton Cuvée Privée du Château La Gaffeliére, Saint-Émilion Grand Cru 2014

Mr Francois-L Vuitton Cuvée Privée du Château La Gaffeliére, Saint-Émilion Grand Cru 2014

19 Crimes Cabernet Sauvignon

19 Crimes Cabernet Sauvignon

Roquette e Cazes 2018

Roquette e Cazes 2018

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A selection of wines that would make a great gift this Father's Day

Impersonating an Egyptian. Stealing fish from a pond or river. Assault with intent to rob. Cutting or burning clothes. Just a few of the 19 crimes that could get a fella sent to Australia as a convict in the 18th and 19th centuries. The crimes are printed on the corks of the wildly successful 19 Crimes wines from one of the world’s largest wine companies, Australia’s Treasury Wine Estates.

These collectable corks are part of a battalion of unique marketing quirks designed to appeal to millennial males who need added incentive to choose wine over, say, beer or spirits. The most elaborate flourish is the AR-assisted talking labels which, when viewed via the 19 Crimes augmented reality app on a smartphone, bring to life the against-all-odds stories of some of those convicts.


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