The 19 Crimes wine experience at Terminal 2 is designed to lever brand awareness, drive sampling and engage with key customer segments.

Global wine company Treasury Wine Estates (TWE) is running a bespoke wine experience for 19 Crimes at Heathrow Airport Terminal 2.

Running until 31 May, the activation is located adjacent to the World Duty Free store and represents a first for the ‘leading millennial wine brand’ in the EMEA region.

Travellers to the activation are being offered the chance to sample wines such as 19 Crimes ‘Behind Bars’ Red Blend; 19 Crimes: The Uprising; and 19 Crimes Chardonnay.

They can download TWE’s Living Wine Labels app, allowing them to interact with AR technology featured on bottle labels.

In conjunction with the sampling, travellers can take advantage of personalised bottles labels by uploading images 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 TWE, said: “We are thrilled to be launching our first 19 Crimes activation at Heathrow Terminal 2. Bringing the UK’s number one millennial wine brands 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 to Heathrow Terminal 2 and look forward to inviting travellers to experience 19 Crimes for themselves.”