Treasury Wine Estates has released the fourth in its ‘Universal Monsters’ series of limited-edition labels for Australian wine brand 19 Crimes.
The ‘Wolf Man’ edition, which marks the latest element in a collaboration with NBCUniversal, follows Frankenstein, The Bride of Frankenstein and The Mummy labels that have been released annually since 2023. The collection has “varied availability” across select markets in North America, EMEA, Asia and Australia, Treasury said.
Production volumes were not disclosed.
The labels feature glow-in-the-dark designs and interactive augmented reality (AR) ‘experiences’ aiming to “bring Universal Pictures’ iconic monsters to life”.
“Every Halloween, our fans ask which monster is coming next, and after three successful years, we’re excited to answer that question with the arrival of The Wolf Man,” said 19 Crimes’ global director, Jon Solimando. “The Universal Monsters collection has become one of our most anticipated annual releases, giving fans a collectable way to celebrate the Halloween season while bringing together iconic storytelling and the rebellious spirit of 19 Crimes.”
Last month, Pabst Brewing Co also tapped into the Halloween opportunity with the release of a limited-edition ‘wearable’ pack in the US for its Pabst Blue Ribbon lager brand.
