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Living Wine Labels Brings AR to the Table

A number of industries are turning to immersive technology such as virtual reality (VR) or augmented reality (AR) in order to better advertise their products. Though at first glance it would not seem that wine was an obvious choice for such promotion, the labels on the bottles offer an obvious way for wine companies to offer unique experiences to customers using AR and a smartphone.

Treasury Wine Estates is one of the largest wine companies in the world, and it is rolling out AR to consumers in the UK with its Living Wine Labels AR app. The app allows users to interact with their wine bottles using their phone, in order to learn about the history of the wine and how it is made or experience a special AR video.

After previously using the technology in its ‘19 Crimes’ collection, Treasury Wine Estates has expanded the Living Wine Label range to include and additional four collections, Matua, 19 Crimes, Wolf Blass Yellow Label, The Gentlemen’s Collection and Lindeman’s Bin, which each label offering unique insight into the history of the wine and its creation.

For Wolf Blass Yellow Label, consumers can follow the journey of an eagle as it soars over the Barossa Valley vineyard where the wine is made. He user can then interact with three different hot spots that offer brand information when clicked.

Matua’s AR experience seeks to highlight the refreshing nature of the drink, showing a glacial New Zealand landscape and offering tips of the perfect temperature to serve Matua at. Lindeman’s Bin is the newest addition to the platform and the AR shows flowers coming to life and filling the room.

19 Crimes uses AR to explore the history of Australia, covering the story of those who were exiled there in the 18th and 19th Century.

Further information can be found on the Treasury Wine Estates website. For future coverage of new and innovative uses of AR, keep checking back with VRFocus.