Sales (in millions of U.S.$) of Cali Red sold in the first six months of the wine’s inaugural release. A blend of petit sirah and zinfandel, the California wine is a partnership between rap icon Snoop Dogg and Treasury Wine Estates and is part of TWE’s wine brand called 19 Crimes. Snoop Cali Red was the #1 new wine item launched in the U.S. last year. 20% of Cali Red drinkers are new to wine. The augmented reality label has been viewed more than 3 million times.