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Treasury Wine Estates’ The Walking Dead wine range - Product Launch

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Treasury Wine Estates' The Walking Dead wine range

Treasury Wine Estates The Walking Dead wine range

Treasury Wine Estates' The Walking Dead wine range

Category - Wine, US, California

Available - From this month

Location - US, off-premise

Price - SRP of US$18.99 per bottle

Treasury Wine Estates has unveiled a two-strong wine range for the US, named after the television drama The Walking Dead. Operated by the group's The Last Wine Co joint venture, The Walking Dead Blood Red Blend and The Walking Dead Cabernet Sauvignon roll out across the country this month.

Both expressions feature labels that utilise augmented reality through a smartphone app called Living Wine Labels. Pointing the app at the labels prompts The Walking Dead characters to either "fight off the 'walkers' in the wine aisle" or "break out of the label".

The Last Wine Co is a partnership between TWE and Skybound Entertainment.

In September, PepsiCo also partnered with The Walking Dead, again through an augmented reality app, for its Mountain Dew brand.

How can augmented reality play a part in drinks marketing? - Click here for a just-drinks focus


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