With Halloween on the horizon, Drinks Retailing rounds up the latest industry activity

  • Following a lucrative Halloween season last year, Brothers Cider is highlighting its Toffee Apple variant once again. Nicola Randall, head of marketing at Brothers, said: “Our Toffee Apple flavour benefits from ever-increasing levels of marketing support each October and seasonal volumes have grown significantly as a result. Halloween presents both the brand and retailers with the opportunity to grow sales.”

  • Treasury Wine Estates’ 19 Crimes brand is relaunching its limited-edition glow-in-the-dark Halloween label designs alongside a new cinema ad campaign focused on horror films. Selected retail and convenience stores will also feature 19 Crimes coffin display units to support brand visibility in the run up to Halloween.

  • Running from October 26 – 28, Kraken Rum is opening an immersive horror-themed bar, named Screamfest VII: Shock Exchange, in the Clerkenwell Catacombs. On arrival, guests will be given heart rate monitors, with the price of their drinks then determined by their own heart rate. Kraken’s Screamfest VII will also be available as a VR experience at bars in Glasgow, Birmingham and Leeds. 

  • Halewood-owned rum brand Dead Man’s Fingers has released limited-edition Halloween packaging for its flagship spiced rum. Poppy Williams, group marketing manager for Halewood, said Halloween is always a “key time” for the brand, adding: “We wanted to ensure that we are properly marking the occasion, and what better way to do so than with this spooky limited edition bottle which is guaranteed to stand out on shelves and back bars this Halloween season.”

  • Edinburgh brewery Vault City has launched its “sourest beer ever” ahead of Halloween, inspired by Toxic Waste sweets. Named Vault Dweller, the beer combines lemon and lime with a sour beer base as brand owners look to give drinkers a taste of their trick or treating days.