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Treasury Wine Estates’ award-winning global wine brand 19 Crimes (www.19crimes.com) unveils limited-edition Valentine’s Day label design, supported by one of the brand’s most exciting integrated campaigns yet.

Available across all major retailers and impulse stores, the limited-edition Valentine’s wine label includes a daring three heart illustration, featuring all of the different types of relationships which have been etched into the barbed wire in the background, to symbolise celebrating relationships that break convention in place of the infamous convicts that normally appear on 19 Crimes Red Wine 750ml bottles (13.5% ABV).

The launch includes a roadside out of home activation, in-store activations, a disruptive social media campaign and a podcast advertising campaign in partnership with Acast Podcasts, which includes podcast advertising with The Guilty Feminist, Changes by Annie Mac, Telling Everybody Everything by Katherine Ryan and In Sickness and In Health.

Bringing to life the spirit of the limited-edition label, selected retail and convenience stores across the UK will feature custom Valentine’s display units and point of sale plinths to enhance brand visibility, plus digital activations.

TWE will also be supporting sales with an attention-grabbing consumer PR campaign set to launch in the week leading up to Valentine’s Day. The 19 Crimes Valentine’s Day activation follows the brands biggest ever campaign which ran last year in October for Halloween, driving significant momentum for 19 Crimes which helped to recruit curious rebels into the wine category, encouraging exploration. 

Russell Kirkham, TWE Head of Regional Marketing EMEA says: “We’re delighted to be launching the 19 Crimes limited-edition Valentine’s Day label in-stores in the lead up to Valentine’s Day. We want to continue to disrupt the wine category by tapping into key seasonal calendar occasions and engaging with consumers through striking activations and innovative launches, remaining true to the brand’s disruptive personality.”

The 19 Crimes Red Wine limited-edition Valentine’s Day 750ml bottle is now available to purchase from Tesco, Sainsbury’s, Asda, Morrisons, Waitrose and Co-op stores nationwide with an RRP of £9.50.

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