Great wines, horrendous spirits: 19 Crimes launches real Possessed Wine Bar via Splash TWE
Treasury Wine Estates and in-house agency Splash are set to launch a cursed bar that’s so creepy, it requires a waiver to enter for leading Australian wine brand, 19 Crimes.
Fitzroy’s The Shady Lady will be transformed into the Possessed Wine Bar for a two-day frightening experience on October 25 and 26, where the bar will feature exactly as the name suggests; real possessed items. These items have been hand-picked from around the world and will be on display in an eerie museum-like experience with an accompanying plaque detailing their background story. Not for the faint-hearted, guests brave enough to enter will be required to sign a waiver, in case they too become possessed.
The Possessed Wine Bar celebrates the launch of the brand’s new limited edition line of wines, including a Shiraz and Hard Chard, with labels that glow-in-the-dark.
To keep spirits high across the two days, 19 Crimes wine will be available at a special deal, along with three bespoke cocktails created just for the event.
However, guests won’t just have the wine and spirits to keep them entertained; tarot card readers, unnerving decorations, and themed DJs will be adding to the mood, along with ouija boards on every table to ensure the immersive experience creeps into every corner of the bar.
Says Phil van Bruchem, creative director of Splash TWE: “In recent years, Halloween has become more novelty than scary, so we wanted to create a genuinely haunted event with real evil spirits. A bar where the wine (and experience) rewards only the brave.”
To support the activity, the Splash team have worked with Mango Communications to develop a partnership with Pedestrian.TV, lifestyle influencers and earned media to amplify the event as well as social content.
At the end of the week, the Possessed Wine Bar will have a formal saging from a practising Witch to ensure only good spirits remain, and transform the space back into The Shady Lady.
Treasury Wine Estates:
Head of Regional Marketing, ANZ: Nick Powell
Marketing Manager: Shehan Ananthakumar
Assistant Brand Manager: Aaron Bolzonello
Senior PR and Partnerships Manager: Zoe Tostevin
Splash TWE:
Agency Director: Claire Yencken
Creative Director: Phil van Bruchem
Creative Director: Tom Opie
Design Director: Marni Burger
Finished Artist: Aaron Wood
Copywriter: Kat Walton
Senior Editor: Samuel Mitchell
Motion Graphics Specialist: Louie Symmons
Head of Business Management: Hayley Sparshott
Senior Integrated Producer: Elyse Paone
Photographer: Christopher Tovo
Digital Operator: Jake Lowe
Mango Communications
General Manager: Alex Lefley
Account Director: Liana Bignall
Account Manager: Ruby Loosli
Senior Account Executive: Emilie West
Producer: Edward Connelly
Director of Photography: Tom Marley