# Safe Driving Wine Labels Uber's Bottle Labels Use Imagery and Codes to Encourage Ridesharing By Laura McQuarrie | Published 2016-05-17 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/bottle-labels References: [adeevee](http://www.adeevee.com/2016/05/uber-hidden-car-crash-wine-label-direct-marketing/) & [youtube](https://www.youtube.com/channel/UCgnxoUwDmmyzeigmmcf0hZA) As part of an initiative to prevent [drunk drivers](https://www.trendhunter.com/trends/drunk-driving-detection) from getting onto the road and at the same time, encourage people to use its own services, [Uber](https://www.trendhunter.com/trends/when-you-drive-never-drink-1) devised a clever set of [wine bottle labels](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz). These 'Hidden Car Crash Wine Labels' are styled like fine vintage wines with charming black and white graphics of a vinyard. However, a close look reveals that on three different bottle label styles, there's a car that has gotten into a wreck. Beneath this, the bottles suggest: "This wine's delicate fruity aftertaste is best enjoyed when sitting in the passenger's seat." Alongside these anti-drinking and driving messages, Uber included a promo code that could be redeemed for a free ride home. During the three weeks that these unique bottles were sold in Jean-Jacques restaurants, 500 bottles were ordered and 429 codes were redeemed. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 14% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Hidden Message Labels:** Creating hidden messages or codes on products to promote a cause or call to action. - **Anti-drunk Driving Campaigns:** Using creative marketing tactics to prevent drunk driving. - **Ridesharing Promotions:** Incentivizing the use of ridesharing services through promotions and discounts. ### Who This Affects Most - **Alcohol and Beverage:** Integrating anti-drunk driving campaigns into alcohol and beverage packaging. - **Transportation:** Partnering with ridesharing companies to promote safe transportation. - **Marketing and Advertising:** Developing creative marketing and advertising campaigns that promote social responsibility. ## Related on Trend Hunter - [Transparency-Focused Digital Alcohol Labels](https://www.trendhunter.com/trends/pernod-ricard-1.md) - [Informative Digital Beverage Labels](https://www.trendhunter.com/trends/packaging-initiative-in-singapore.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Label-Less Wine Bottles](https://www.trendhunter.com/trends/crate-by-fourth-wave-wines.md) - [Responsible Drinking Campaigns](https://www.trendhunter.com/trends/irish-goodbye-program.md) - [Musical Wine Labels](https://www.trendhunter.com/trends/interactive-wine-labels.md) - [Nostalgic Game-Inspired Wine Bottles](https://www.trendhunter.com/trends/finca-de-la-rica.md) - [Supercar-Inspired Wine Bottles](https://www.trendhunter.com/trends/taron-wine-bottle-designs.md) - [Vibrant Non-Alcoholic Wine Labels](https://www.trendhunter.com/trends/kally-wines.md)