Treasury Wine Estates (TWE) has unveiled a bespoke wine experience at Heathrow Terminal 2 for leading millennial wine brand, 19 Crimes.

Running until 31st May, the activation is a first for 19 Crimes in the EMEA region and aims to increase brand awareness, drive trial and engage further with the brand’s key audiences. It will be situated adjacent to the Terminal’s largest World Duty Free store and is expected to attract more than 25,000 people a day.

Travellers visiting the activation will be given the opportunity to sample wines from the disruptive 19 Crimes portfolio including 19 Crimes ‘Behind Bars’ Red Blend, 19 Crimes: The Uprising and 19 Crimes Chardonnay. Consumers will also be encouraged to download TWE’s Living Wine Labels app which will allow them to interact with the company’s ground-breaking AR technology featuring on the bottle labels.

In conjunction with this sampling experience, travellers will be able to take advantage of personalised bottles labels. This unique gifting solution will allow customers to upload photos of themselves with friends and family members, onto a bottle of 19 Crimes Behind Bars Red Wine before purchase.

Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, says: “We are thrilled to be launching our first 19 Crimes activation at Heathrow Terminal 2. Bringing the UK’s #1 Millennial Wine Brand[1] to one of Europe’s busiest airports will allow us to better connect with shoppers and drive deeper brand engagement, supporting our journey to showcase the innovation and quality behind the 19 Crimes brand to a global audience.

We are delighted to bring our best-selling product range and personalised labels mechanic to Heathrow Terminal 2 and look forward to inviting travellers to experience 19 Crimes for themselves.”