Treasury Wine quadruples influencer investment, expands Social Soup remit

Treasury Wine Estates is dramatically scaling up its creator strategy, quadrupling its influencer investment with Social Soup to include Pepperjack and Squealing Pig alongside the existing 19 Crimes brand.

The expansion follows last year’s 19 Crimes program, which exceeded reach targets by 200% and grew the brand’s social following by nearly 50%. The campaign helped reposition 19 Crimes as one of Australia’s most culturally active wine labels, linking storytelling, sampling and creator content to drive measurable growth.

Building on that success, TWE’s partnership with Social Soup now integrates mid-tier and micro influencers, Shop & Scan sampling technology, and live event activations - including a Snoop Dogg Grand Final afterparty DJ set - to merge online influence with real-world engagement.

“Last year our 19 Crimes partnership redefined how wine brands connect with culture through creators,” Sharyn Smith, founder and CEO of Social Soup, said.

“The expansion reflects the power of influence when done at scale - our creators weave the brand into everyday conversations, events and experiences. What we’re seeing is influence that wears in, not out.”

Ari Wytwornik, digital and social media manager at TWE, said the approach has proven both authentic and measurable.

“From 19 Crimes to now Pepperjack and Squealing Pig, these campaigns are sparking new conversations, driving trials and creating real shifts in consumer behaviour,” he said.

The move coincides with the launch of Treasury Collective, TWE’s new global premium division uniting its flagship brands under a renewed focus on long-term brand building and innovation.