Treasury Wine Estates (TWE) innovative wine brand, 19 Crimes, has unveiled a brand-new, limited-edition glow in the dark label design for two of its high performing wines, 19 Crimes Red and 19 Crimes Uprising.
Recognised as the UK’s #1 Millennial Wine Brand[1], 19 Crimes is leveraging the brand’s disruptive spirit over this key period, across both grocery and impulse channels by giving customers the chance to celebrate the darker side of Halloween. The limited-edition wine labels will see skeletons replace the recognised convicts and becoming the haunting face of 19 Crimes Red and 19 Crimes Uprising – If customers expose the label to natural light during the day, at night the skeletons will glow in the dark.
Analyzing previous sales data, 19 Crimes has recognised that Halloween is a highly significant period for the brand, with last year’s sales increasing by 20% over the month surrounding Halloween, versus the 4-weekly average throughout the year[2]. This unique label solution will allow customers to interact with the glow in the dark skeleton feature with the aim of maximising in-store viability and generating social shareability. In the UK, Treasury Wine Estates will be supporting the launch of the limited edition 19 Crimes labels with a compelling integrated marketing campaign which will include in-store shopper activity, social & influencer engagement and PR.
19 Crimes will also be partnering with national barbershop BarberBarber, delivering activity across its London and Leeds locations, over the Halloween weekend for the ultimate ‘Cut and Cork’ experience. The activation will offer consumers a professionally crafted Halloween look in time for their weekend celebrations, whilst enjoying 19 Crimes wines.
Sarah Featherstone, 19 Crimes Brand Manager at Treasury Wine Estates, says: “Halloween is one of the biggest dates in the calendar for drinks retail, and is a key sales period for 19 Crimes. This year we are looking to captialise further on the brand success that we typically see during this key period for the brand with the launch of limited-edition labels across our 19 Crimes Red and 19 Crimes Uprising wines. Through these limited-edition time labels, we intend to increase shelf standout and continue with our intention to recruit millennial consumers into the red wine category and encourage repeat purchase of this much-loved brand.
“We’re also thrilled to be partnering with BarberBarber that has broad appeal with our target demographic. No doubt this campaign will prove effective at aligning the brand with pre-party drinking occasions and at-home celebrations over the Halloween sales period.”
19 Crimes Red (13.5%) and 19 Crimes Uprising (14%) bear the same traits as those who were transported to Australia, defiant by nature and bold in character. The limited-edition labels replace 19 Crimes’ convicts with glow in the dark skeletons, who will illuminate the halls of the haunted shelves. Discover the rebellious spirit of the limited-edition 19 Crimes Halloween labels which will be available through across grocery and impulse channels from mid-September.
[1]**Nielsen Scantrack, Total Light Wine, Total Coverage, Value Sales, 52 we data to 13.08.22– Millennial brands – 19 Crimes, DarkHorse, Jam Shed, Apothic, The Duke, Chronic Cellars, Starve Dog Lane, XYZin
2 (Source: Nielsen Scantrack, Total Coverage, 19 Crimes, Average Value Sales over 4 we data 30.01.21 – 01.01.22 versus 4 we data to 06.11.21)
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