De Bortoli is celebrating the Australian outback with the release of three new red wines, each featuring an augmented reality with a ‘sinister’ outback animal.

The Sinister range comprises Tempranillo By Night, Ssshiraz, and the 8 Legged Red (Shiraz Durif), featuring a crocodile, tiger snake and redback spider respectively. And while having some fun with the labels, as ever, the De Bortoli team has taken the wine seriously.

Tempranillo By Night has a generous flavour of cherries and layers of ripe red fruit. Ssshiraz is rich and balanced with ripe dark berry fruits combined with spice from well integrated oak. The 8 Legged Red, which is a Shiraz Durif, has aromas of dark berries, prunes, licorice with nuances of chocolate and an inkling of cedary oak. Each of the three are vegan friendly

To bring these wines to life, De Bortoli has partnered with Augmented Reality veterans, Rock Paper Reality and Web based AR Hosting platform 8th Wall to develop a best-in class consumer experience with Web Based AR.

Victor De Bortoli said: “With the ever-changing world of technology, we have the ability to provide our consumers with a blend of virtual reality and the real world. We are really excited about launching AR to bring our brand to life by using cutting edge AR Technology. At De Bortoli we are constantly striving for new and unique ways to provide our consumers with engaging and interactive content that helps them connect more with our wines.”

The wines are available now, each with a $19.95 RRP.

Take a look at the tiger snake AR label below:

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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