Forget food and wine - here comes violence and wIne

Wine and food - a natural combo. 

Wine and violence - not so much. 

But the world of marketing is a weird beast and Treasury Wine Estates’ 19 Crimes brand is now aligned with mixed martial arts juggernaut UFC. 

UFC announced this week that 19 Crimes has been named the Official Wine Partner of UFC in the United States.

The Australian brand has previously linked with unlikely companions in rapper Snoop Dogg and Martha Stewart.

A press release tells me: “As the Official Wine Partner of UFC, 19 Crimes will receive a wide-range of integrations into UFC assets during select Pay-Per-Views and Fight Nights, including integrated broadcast features and high visibility branding inside the world-famous Octagon.

“In addition, UFC and 19 Crimes will collaborate on a series of ‘Bold Finish of the Month’ original content pieces that will be distributed through UFC’s popular digital and social channels, which reach more than 259 million users worldwide.”

So there! It’s a KO.