19 Crimes glow in the dark

Treasury Wine Estates’ 19 Crimes brand has unveiled new, limited-edition glow in the dark label designs for two of its wines, 19 Crimes Red and 19 Crimes Uprising.

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.

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, said: “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.”