Breaking the rules
of rum

Just as 19 Crimes shook up the wine world, we set out to disrupt the rum category with the launch of 19 Crimes Spiced Rum. Our task was to create a brand positioning and design that stayed true to the iconic 19 Crimes DNA, while carving out a bold new space in spirits.
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As with every 19 Crimes release, the story begins with a real convict who defied the odds. For Spiced Rum, we drew inspiration from Mary Bryant - a convict whose daring escape from Botany Bay to freedom via the tropics became the perfect metaphor for a spirit infused with tropical spice and vanilla notes.
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