Treasury Wine Estates (TWE) has launched a limited-edition glow-in-the-dark label design across two of its 19 Crimes wine products.

The label appears across 19 Crimes Red and 19 Crimes Uprising. It sees skeletons replace the convicts who are the usual face of the wine, which glow in the dark at night if exposed to natural light during the day.

According to the supplier, Halloween is a significant sales period for 19 Crimes. Last year, sales increased by 20% over the month surrounding Halloween compared to the four-week average throughout the year.

TWE is targeting millennial shoppers, among whom 19 Crimes is the most popular wine brand, according to Nielsen data.

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Sarah Featherstone, 19 Crimes brand manager at TWE, 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 capitalise 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.”

TWE is supporting the labels with in-store, social media and influencer marketing. It has also partnered with barbershop chain BarberBarber across its London and Leeds locations, offering consumers a professionally crafted Halloween haircut with 19 Crimes wines.

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