Liquid Death has unveiled its newest partnership, this time teaming up with rebellious wine label 19 Crimes. Together, the two disruptors are releasing a limited-edition bottle dubbed Severed Red.
Severed Red is crafted as a deep, velvety red blend described as “ominously dark,” delivering layers of flavor that unfold like a slow-burning riff. Notes of toasted hazelnut, coconut, and violet give the wine an unexpectedly plush profile. Additionally, a splash of Liquid Death Mountain Water is mixed into every bottle—an offbeat twist that creates a refreshingly clean finish.
To mark the launch, 19 Crimes has given Liquid Death’s skeletal mascot, Murder Man, his own place in the brand’s notorious lineup of outlaws. In the tie-in campaign, Murder Man is officially “charged” with the offense he commits daily: Murdering Thirsts. In true 19 Crimes fashion, each bottle of Severed Red features an interactive QR code that unlocks an augmented reality moment.
Image Credit: Liquid Death
What's Driving This Trend
- Augmented Reality Wine Experiences
- Augmented reality elements on wine bottles transform traditional drink packaging into immersive storytelling platforms.
- Hybrid Beverage Creations
- Combining elements from different beverage categories, like wine and mountain water, challenges conventional taste profiles and appeals to adventurous consumers.
- Rebellious Branding Collaborations
- Collaborations between edgy brands create unique product offerings that resonate with consumers seeking non-traditional lifestyle choices.
Who This Affects Most
- Alcoholic Beverages
- The alcoholic beverage industry sees a rise in innovative fusions, where products incorporate unexpected ingredients to attract a broader consumer base.
- Augmented Reality Marketing
- The augmented reality marketing sector is expanding into product packaging, offering interactive consumer engagement opportunities.
- Experiential Branding
- Brands increasingly focus on creating experiential moments that blend digital and physical touchpoints, enhancing consumer interaction.
