Brand

Treasury Wine Expands Social Soup Influencer Partnership To Three Premium Wine Brands

Published on October 27, 2025

Australia’s Treasury Wine Estates (TWE) is quadrupling its investment in influencer marketing through an expanded partnership with Social Soup, extending beyond 19 Crimes to include Pepperjack and Squealing Pig brands. The move follows the initial campaign that exceeded reach targets by 200% and grew 19 Crimes’ social following by nearly 50%.

According to Campaign Brief, the expanded partnership implements a three-pronged approach that combines mid-tier and micro creators with consumer-led in-store trials, sharing, and reviews. Social Soup’s strategy now incorporates bespoke Shop & Scan technology for sampling and integrates creators into live brand activations, including a DJ set at Snoop Dogg’s recent Grand Final afterparty.

“Last year our 19 Crimes partnership redefined how wine brands connect with culture through creators,” Social Soup founder and CEO Sharyn Smith said in a statement. “This year, we’re excited to expand our partnership with TWE to include two more powerhouse brands.”

The partnership combines influencer storytelling with targeted sampling technology to track reach, engagement, and real-world conversions. This hybrid approach aims to ensure that product trials translate into repeat purchases.

“We’ve seen firsthand how Social Soup’s approach brings our brands to life in ways that are both authentic and measurable,” said TWE Digital & Social Media Manager, Ari Wytwornik. “These campaigns are sparking new conversions, driving trials and creating real shifts in consumer behaviour.”

Business Context

The partnership expansion aligns with the rollout of TWE’s new global premium division, Treasury Collective, which unites priority brands such as 19 Crimes, Squealing Pig, Pepperjack, and Matua, with an emphasis on innovation and sustained brand growth.

This influencer marketing investment comes amid broader business challenges for TWE, which recently scrapped its fiscal 2026 earnings guidance due to uncertainties in its Penfolds and Treasury Americas businesses. The company’s shares fell by roughly 14% to A$5.93 ($3.87) on October 13, reaching their lowest level in more than a decade, according to market reports.