19 Crimes expanded its Universal Monsters collectible series with The Wolf Man bottle, featuring glow-in-the-dark labels and interactive augmented reality that animates the character. The bottle is part of the brand's seasonal Halloween collection and continues the tie to Universal Pictures' classic monsters.
The Wolf Man contains a full-bodied Australian Red Blend with tasting notes of blackberry, chocolate and spice and a rich finish. It joins returning characters Frankenstein, The Bride of Frankenstein and The Mummy in the fourth annual set and is available across select markets in North America, EMEA and Asia.
The glow-in-the-dark packaging plus AR offers a tactile, multisensory collectible for horror and pop-culture fans while also giving drinkers a narrative-led drinking moment. For the brand, another themed bottle sustains a seasonal collectible strategy and extends engagement beyond the label.
Image Credit: 19 Crimes/Treasury Wine Estates
What Makes This Trend Stand Out
- Multisensory Collectibles
- Glow effects, tactile packaging, and digital animation are reshaping collectibles into layered experiences that deepen fan engagement beyond the product itself.
- Seasonal Brand Worlds
- Limited-time thematic releases create recurring purchase rituals where packaging, story, and fandom converge around cultural moments like Halloween.
- Augmented Reality Packaging
- Interactive labels are turning physical goods into entertainment touchpoints that extend storytelling, data capture, and post-purchase engagement.
Sectors Adopting This
- Wine and Spirits
- Narrative-led bottles and collectible formats are expanding alcoholic beverages into lifestyle merchandise with stronger emotional and fandom-based appeal.
- Entertainment Licensing
- Classic character IP offers packaged goods brands a recognizable storytelling layer that can revive heritage franchises through everyday consumer moments.
- Retail Packaging
- Glow-in-the-dark materials and connected label technologies are elevating shelf presence while blending visual novelty with interactive brand experiences.
