The Last Wine Company has introduced The Walking Dead Blood Red Blend and Cabernet Sauvignon, each featuring a label that responds to the Living Wine Labels app, an augmented reality innovation that brings labels to life. Both labels play into the lore of Robert Kirkman’s best-selling comic series and one of cable TV’s most popular shows.
The California wines, available nationally this month, each retail for $18.99 per 750-ml. bottle. The Living Wine Labels app is downloadable from the Apple App Store or Google Play Store.
The Blood Red Blend sports an image of Sheriff Rick Grimes staring down the undead. Point the app at the label and Rick fights off “walkers” in the wine aisle. The Walking Dead Cabernet Sauvignon label features a horde of zombies, and when the Living Wine Labels app is launched and pointed at the bottle, they break out of the label and onto the phone screen.
Pointing the app at both labels, when the bottles are side by side, triggers the characters to fight each other.
The bottles’ wine corks are collectible, featuring a variety of images such as barbed wire, a walker hand and an undead head.
The Living Wine Labels app builds on the success of the 19 Crimes wine app, which first brought augmented reality to wine labels. The criminal rogues on the label of each 19 Crimes wine come to life to tell their own story when the app, which has been downloaded more than 500,000 times, is pointed at the label.
The Living Wine Labels app will continue to work with the 19 Crimes wine labels, as well as labels from Chateau St. Jean, Beringer Brothers and Gentleman’s Collection, in addition to The Walking Dead wines.
“We know how enthusiastic fans of The Walking Dead can be and we expect they will embrace the Living Wine Labels app and The Walking Dead wines with real excitement,” says Seth Hynes, who is leading the introduction of the wines for The Last Wine Company, a partnership between Skybound Entertainment and Treasury Wine Estates. “Finding new and meaningful ways to connect with consumers is something we care very much about and we think The Walking Dead wine and Living Wine Labels App are a perfect pairing.”