Heidi Klum and Apothic launch $10.31 wine 'blood bags' for Halloween

Key Takeaways

• Apothic, the red blend wine from E. & J. Gallo, has teamed up with Heidi Klum on a limited-edition Halloween drop.

• The Apothic Type 'A' Blood Bag is a collectable made to look like a blood transfusion bag, signed by Klum and sold empty so buyers can fill it with their own wine.

• A two-pack costs $10.31 and arrives in a custom red cooler, with Apothic Red sold separately.

• The first drop went live on ApothicBloodTypeA.com on 17 September at 10:31pm ET for US adults aged 21 and over, with a second drop teased on social media.

Heidi Klum has spent more than two decades proving there is almost no limit to how far she will take Halloween, but this year her celebrations begin with a bag of blood that guests are actively encouraged to drink.

The undisputed queen of celebrity Halloween has partnered with red wine brand Apothic to create the Type ‘A’ Blood Bag, a signed, resealable pouch filled with its dark red blend and designed to look unsettlingly similar to the real thing. The limited-edition release transforms pouring a glass of wine into part of the costume, giving fans a small taste of the theatrical excess usually reserved for Klum’s famously elaborate annual party.

It is an appropriately dramatic meeting of two brands already comfortable with the darker side of the season, with Apothic replacing the candlelit dinner normally associated with red wine with something closer to a vampire’s emergency supply.

The Type ‘A’ Blood Bags were released as a pair of non-breakable, resealable pouches presented inside a soft red cooler, giving people a way to carry and serve wine without taking a glass bottle to a Halloween party. Although they arrived empty and could technically be filled with any drink, their transparent design was clearly created with Apothic Red in mind, as the dark wine completed the illusion of a blood bag while transforming the familiar blend into part of the evening’s decorations.

Even the price and release time were shaped around Halloween, with the limited-edition two-pack costing $10.31 and going on sale at 10:31pm ET on 17 September. At that price, the bags were accessible enough to be treated as a novelty party accessory, although Heidi Klum’s signature, the limited quantities and their presentation inside a red cooler also gave them the appeal of a collectable connected to her annual celebrations.

Apothic built the campaign around considerably more than the product itself, becoming the official wine sponsor of Klum’s 25th annual Halloween party in New York and using the partnership to create behind-the-scenes social content, costume clues and hosting ideas. A competition also ran until 27 September, inviting fans to share how they planned to celebrate with Apothic Red for the chance to attend the invitation-only party with a guest.

With entries now closed, the competition has moved the campaign towards its final stage, when the winner will be able to experience the event that inspired the collaboration. It means the blood bags were not simply attached to Klum’s name, but formed part of a wider route into a Halloween celebration most people would never ordinarily be able to attend.

SOURCES

[1] Dexerto

[2] Instagram