The Walking Dead Wines Are On Allocation Following One Of The Most Successful Product Launches For A California Wine Brand
March 27, 2018
It’s no secret that walkers have voracious appetites, but it’s become clear that fans of The Walking Dead franchise are also eager, having embraced the new Walking Dead wines at a record pace, causing the wines to go immediately into a controlled allocation.
“This has been a notable launch with our Blood Red Blend and Cabernet Sauvignon reaching stock out status in just one month, after we shipped a planned 90 day supply in 30 days to meet demand,” said Patricia Montagno, Vice President Marketing. “We expect supply to continue to be constrained in the short term based on the level of enthusiasm that we’re seeing in all markets across the country.”
The next vintage release for both wines is several months away, so remaining inventory is being allocated carefully with partners to keep the zombies at bay. In its first year, Walking Dead Wines are on pace to ship 100,000 cases, with growth rates accelerating.
“It’s an enviable position to be in, but really no surprise when you consider that the Living Wine Labels app, which animates the augmented reality experiences for our labels, has been downloaded by more than 1.2 million users,” said Montagno. The Walking Dead experiences are among the most popular of the five brands than animate with the Living Wine Labels app, having been viewed more than 16 million times. Living Wine Labels are available, beyond the Walking Dead, for 19 Crimes, Beringer Brothers, Chateau St. Jean and Gentleman’s Collection. The app is available for both IOS and Android.
And, of course, the fan base is demonstrating just how involved and enthusiastic they are with all things Walking Dead, including the wine. More than 50 million comics are in print and available digitally, world-wide. There are more than 36 million followers on Facebook alone, and the new season of the television show remains at the top of ratings for the prime 18-49 year old audience.
The Last Wine Company is a joint venture between Skybound Entertainment and Treasury Wine Estates.