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Tuesday 31 October 2023

Halloween wines: a serious crime?

So you thought Halloween was a fun festival that remembers the dead but is enjoyed by children?

Yep. But it is also apparently the chance to flog some cheap wine.

The 19 Crimes label, known for featuring criminals and rappers on its labels, has released some special edition wines in the US and UK markets featuring Dracula and Frankenstein.

Controversy is likely over whether such label are appropriate - but I guess any publicity is good publicity.

"19 Crimes has joined forces with Universal Monsters to unveil their spookiest pours yet of a delicious Red Blend and Cabernet Sauvignon featuring Dracula and Frankenstein," the press release spruiks perkily.

"The limited-edition wines are launching just in time for Halloween and bring Universal Pictures' classic monster characters to life with newly reimagined artwork, featuring glow-in-the-dark labels and a new boundary pushing AR experience."

Now not many adults I know are attracted by glow-in-the-dark labels, so what exactly is the target market here?

"19 Crimes and Universal Monsters is the perfect collaboration for Halloween and an opportunity to introduce 19 Crimes to brand new enthusiasts," says Treasury Americas Chief Marketing Officer Carl Evans.

The question is: Just how old are the possible new enthusiasts?

"You'll be able to hear Dracula and Frankenstein come to life on the label through augmented reality, inviting people to experience wine in a rebellious but fun and engaging way, which is the heart of 19 Crimes," Evans says.

I'm not impressed. But then I'm not 12 years old.

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