Treasury Wine Estates has brought its 19 Crimes brand together with Liquid Death canned water for a limited-edition new release.
Severed Red is a California red blend with the flavour profile typical of the 19 Crimes portfolio, but made with a “single drop” of Liquid Death Mountain Water. The collaboration leans heavily into the marketing worlds of both brands, with Liquid Death’s ‘Murder Man’ mascot (below) incorporated into 19 Crimes’ augmented-reality storytelling via a QR code on the bottle.
Severed Red is available now in “limited quantities” to US consumers through 19 Crimes’ website, with a nationwide off-premise rollout in the country scheduled for next month. The SKU is available online at US$15 per bottle.
“19 Crimes breaks stuffy wine conventions, and Severed Red continues that tradition,” said 19 Crimes’ global director, Jon Solimando. “Severed Red is here to challenge the wine aisle and remind us that wine can be bold and fun.”
In August, 19 Crimes rolled out its “biggest out-of-home (OOH) advertising campaign” to date across the UK and Ireland.
