UK. Treasury Premium Brands (TPB) has teamed up with Dufry in a Halloween-themed promotion of the 19 Crimes wine range at London Stansted Airport.
The innovative activation commands centre stage in Dufry’s World Duty Free store and will run until 1 November.
The wine experience cleverly allows customers to create personalised labels using their own photos uploaded to individual wine bottles. A gifting station features eye-catching skeleton branding and bags, with a spotlight on the limited-edition Glow in the Dark 19 Crimes: The Uprising Red Wine.
When customers expose the 19 Crimes skeleton label to natural light during the day, the skeleton will glow in the dark at night. Further 19 Crimes wines available in-store include 19 Behind Bars Red Wine and 19 Crimes Chard.
TPB is the premium portfolio of wines from Treasury Wine Estates (TWE). According to the company, 19 Crimes is the leading wine choice for millennials in the UK. TPB noted 19 Crimes’ recent sales growth across EMEA domestic markets as it targets growth in global travel retail.
As reported, the first 19 Crimes bespoke experience was launched at London Heathrow T2 earlier this year.
TPB hopes the Stansted promotion will increase brand awareness among millennial customers, drive sampling of the wines and “provide some fun Halloween engagement for travellers”. The company expects to see 1.2 million passengers at Stansted for the October promotion.
Treasury Premium Brands Business Manager Travel Retail Katherine Berry said: “We are delighted to be launching our 19 Crimes Halloween activation in London Stansted, the first wine activation in this space.
“Halloween is a perfect seasonal promotion to be highlighting 19 Crimes. Customers have the opportunity to sample the range, personalise each bottle with their own labels and gift-wrapping service, as well as being able to purchase our limited-edition Halloween 19 Crimes Glow in the Dark Uprising Red Wine.”
Travellers can also download the 19 Crimes Living Wine Labels app which allows them to interact with AR technology on the bottle labels, helping to tell the brand history and character stories behind the different 19 Crimes expressions.
