19 Crimes launches limited edition glow in the dark labels for Halloween


Wine brand 19 Crimes has unveiled a brand-new, limited-edition glow in the dark label design for two of its high performing wines.

The leading millennial wine brand from Treasury Wine Estates (TWE) is leveraging the brand’s disruptive spirit over the key Halloween period. 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 said Halloween is a highly significant period for the brand, with last year’s sales increasing by 20 per cent over the month surrounding Halloween, versus the 4-weekly average throughout the year. 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.

“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,” Sarah Featherstone, 19 Crimes Brand Manager at Treasury Wine Estates, said.

“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.”

Available across grocery and impulse channels from mid-September, TWE 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 and 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.

“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,” Featherstone added.