I love these brand extensions. Like Hall & Oats, Sonny and Cher, and Chico and the Man… it’s during these trying times we can rest a little easier with the power duo of Martha and Snoop for our evening’s numbnation. In their latest “joint” venture, Martha released a wine under the same label as Snoop, 19 Crimes from Treasury Wine Estates. I honestly had no idea about Martha’s entry until I happened upon this glorious end-aisle display at Trader Joe’s in the Marina (dey Rey).
The Australian 19 Crimes caught my eye almost immediately in 2012 when it launched with a brand and label design which included some pretty cool augmented reality, especially for the time. Each bottle comes with a criminal’s tale, a decent blend, and an even more drinkable price. What’s not to love?
More recently came the Aussie’s first foray into California varieties with Snoop Cali Red in 2020 followed by Snoop Cali Rosé in 2021. A cross-promo collab which is working well for all parties.
And now this… Martha’s Chard in 2022. Despite the complete sh*+ show in Eastern Europe, here at home we can fill our tanks for $6 bucks a gallon, then blissfully motor to TJ’s for an $11.99 bottle of “tell me everything is gonna be alright.”
And the reviews seem to be decent too. She’s taking the piss without pouring it. No her name ain’t baby. It’s Martha. Miss Stewart if you’re Chianti. She went on to say “The world didn’t need just another Chardonnay, so I created one that is clean, crisp, and flavorful without being too heavy or oaky. It pairs perfectly with my delicious recipes or can be enjoyed on its own. I hope you love it as much as I do!“
Now putting artist names on perfume bottles at Walgreens still makes me cringe a little (sorry Glow by Jennifer Lopez). But these mass-market elixirs with “artist names on the bottles” actually feels good to me. So with Snoop Cali Red and now Martha’s Chard, yes, everything is gonna be alright.