Treasury Wine Estates (TWE) has strengthened its partnership with Social Soup, by quadrupling its investment into influencer marketing to include Pepperjack and Squealing Pig on top of the existing 19 Crimes brand.
The partnership builds on last year’s 19 Crimes program, which exceeded reach targets by 200 per cent and grew the brand’s social following by nearly 50 per cent.
TWE has expanded the partnership with Social Soup from one brand in its premium wine portfolio to three brands, introducing innovative sampling elements through bespoke Shop and Scan technology as well as embedding creators directly into live activations including a DJ set at Snoop Dogg’s recent Grand Final afterparty.
The partnership consists of three strategic elements, combining mid-tier and micro creators with consumer-led in-store trial, sharing and reviews.
Social Soup founder and chief executive officer, Sharyn Smith said, “Last year our 19 Crimes partnership redefined how wine brands connect with culture through creators. This year we’re excited to expand our partnership with TWE to include two more powerhouse brands: Pepperjack and Squealing Pig.
“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, delivering results that compound over time.
“TWE has shown real leadership in embracing this new era of influence through long-term programs, and I can’t wait to see how it evolves.”
The new partnership combines influencer storytelling with targeted sampling technology, ensuring product trial translates into repeat purchase. This hybrid approach allows Social Soup and TWE to track reach, engagement and real-world conversions.
TWE digital and social media manager, Ari Wytwornik said, “We’ve seen firsthand how Social Soup’s approach brings our brands to life in ways that are both authentic and measurable. From 19 Crimes to now Pepperjack and Squealing Pig, these campaigns are sparking new conversions, driving trials and creating real shifts in consumer behaviour. We’re looking forward to seeing how this expanded partnership plays out.”
The expanded partnership with Social Soup coincides with the launch of TWE’s new global premium division, Treasury Collective. The new division brings together TWE’s portfolio of priority brands—including 19 Crimes, Squealing Pig, Pepperjack and Matua—with a strong focus on innovation and long-term brand building.
