Treasury Wine Estates (TWE) has unveiled a bespoke wine experience at Heathrow Airport Terminal 2 for its wine brand 19 Crimes. The activation, which runs until 31 May, is a first for the brand in the EMEA region.
The promotion, which targets the 19 Crimes consumer base of millennial consumers, is situated adjacent to the World Duty Free store in T2.
TWE said that it aims to increase brand awareness, drive trials of the wine and engage further with the 19 Crimes’ key audiences.
Expressions including 19 Crimes Behind Bars Red Blend, 19 Crimes: The Uprising and 19 Crimes Chardonnay are available for tasting.
Consumers are encouraged to download TWE’s Living Wine Labels app which allows them to interact with the AR technology on the bottle labels.
Travelling customers can create personalised labels. The gifting solution allows customers to upload photos – for example, featuring friends and family members – onto a bottle of 19 Crimes Behind Bars Red Wine.
TWE Head of Marketing EMEA Ben Blake said: “We are thrilled to be launching our first 19 Crimes activation at Heathrow Terminal 2.
“Bringing the UK’s number one millennial wine brand to one of Europe’s busiest airports will allow us to better connect with shoppers and drive deeper brand engagement, supporting our journey to showcase the innovation and quality behind the 19 Crimes brand to a global audience.
“We are delighted to bring our best-selling product range and personalised labels mechanic to Heathrow Terminal 2 and look forward to inviting travellers to experience 19 Crimes for themselves.”
