# Boundary-Pushing Wine Collaborations 19 Crimes and Martha Stewart to Launch 'Martha’s Chard' By Grace Mahas | Published 2022-04-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/marthas-chard References: [19-crimes.prezly](https://19-crimes.prezly.com/19-crimes-partners-with-martha-stewart-to-launch-marthas-chard-belj4o)  [19 Crimes](https://www.trendhunter.com/trends/19-crimes-canned-wines) recently joined forces with American businesswoman Martha Stewart to launch '[Martha's Chard](https://www.trendhunter.com/trends/pure-leaf-marthas-little-helper).' 19 Crimes celebrate heroes who have overcome diversity, and this passion is showcased by innovators like Martha Stewart who turned her passion into a successful business. Together, she and 19 Crimes created a wine that breaks stereotypes of California Chardonnay. It is accessible and bold at the same time, as Martha is. "The release of 19 Crimes Martha's Chard comes as the brand has experienced explosive growth - Cali Red, our first California wine with global icon, Snoop Dogg, was the Number 1 wine launched in Canada in 2020," added John Wardley, [TWE](https://www.trendhunter.com/trends/19-crimes-chard) Vice President Brand Marketing. "Just like her creative collaborator and friend Snoop, Martha Stewart also embodies the spirit of 19 Crimes: disruption and culture-creation. We couldn’t be more excited to bring our latest cultural icon in the 19 Crimes family to Canada.” Martha's Chard is available for $19.95 across Alberta, Saskatchewan, British Columbia, and online in Ontario (to hit shelves in May). Image Credit: 19 Crimes ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 51% | Activity: 64% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity Collaborations in Wine Industry:** Collaborating with celebrities on unique wine offerings could increase brand exposure and appeal to a wider audience. - **Disruptive Wine Marketing Strategies:** Innovative and bold wine marketing strategies that break stereotypes of traditional wine advertising could lead to increased sales and brand recognition. - **Accessible and Bold Wine Offerings:** Creating wine offerings that are both accessible and bold allows for a wider customer base while still standing out from competitors. ### Sectors Adopting This - **Wine Industry:** The wine industry can benefit from collaborating with celebrities and utilizing unique marketing strategies to stay relevant and appeal to a younger audience. - **Celebrity Endorsement Industry:** Collaborating with wine brands allows celebrities to expand their personal brand and reach a wider audience, potentially leading to increased revenue and exposure. - **Alcohol Distribution Industry:** Offering unique and disruptive wine products in stores and online can provide a competitive edge and drive sales for alcohol distributors. ## Related on Trend Hunter - [Celebrity-Backed Low-ABV Wines](https://www.trendhunter.com/trends/19-crimes.md) - [Approachable Canned Wine Ranges](https://www.trendhunter.com/trends/19-crimes-canned-wines.md) - [Dark Mountain Water Wines](https://www.trendhunter.com/trends/liquid-death-2.md) - [Rebellious Valentine's Day Wines](https://www.trendhunter.com/trends/19-crimes-valentines-bottles.md) - [Ominously Dark Red Wines](https://www.trendhunter.com/trends/severed-red.md) - [Freshness-Focused Boxed Chardonnays](https://www.trendhunter.com/trends/19-crimes-chard.md) - [Glow-in-the-Dark Wine Labels](https://www.trendhunter.com/trends/19-crimes-wine.md) - [AR Glow-in-the-Dark Wines](https://www.trendhunter.com/trends/halloween-wine.md) - [Aromatic Artisan-Quality Spiced Rums](https://www.trendhunter.com/trends/19-crimes-spiced-rum.md)