In celebration of its 50th anniversary, family-owned Taylors Wines has undergone a total portfolio refresh, updating its Estate, Jaraman and St Andrews labels.
And to take the refresh one step further, the family has also launched the new Taylors Wines mobile app and augmented reality (AR) to take the Taylors wine drinking experience beyond the bottle.
The app is available through the App Store and Google Play, and it takes drinkers on a journey back through the 50-year history of the Clare Valley winery through an AR animation feature.
Mitchell Taylor, third generation Managing Director and Winemaker, said that while the redesign enhances the premium cues across each range and provides greater consistency across the entire portfolio, it’s the mobile technology that really stands out.
“This is an exciting new step into how devoted drinkers engage with Taylors Wines,” he said.
“While the redesign honours each of the ranges’ original designs, we’ve taken the update one step further into the future through the use of AR.
“The new application will give Taylors wine drinkers the opportunity to learn more about our family, our winery and the wine they are enjoying. And we have some exciting plans to further develop the app experience in the future.”
The mobile app, developed in collaboration with digital agency Talkin’ Things, allows wine drinkers to unlock the AR experience using the ‘scan feature with any bottle of Taylors wines. Upon scanning and recognising the bottle, the application automatically initiates the animated AR feature of Taylors history.
In addition to the label scanning feature, purchasers of The Legacy 2014 (Taylors new super-premium Cabernet blend) will be able to access the ‘verify’ feature to ensure the wine is authentic and unopened. The feature uses a unique NFC chip installed on the screw cap to communicate with the smartphone.
“We’re very excited to be one of the few Australian wineries showcasing this new technology to enhance both the experience and security of our wines, and we look forward to expanding how wine drinkers can engage with Taylors Wines further through this powerful application,” Taylor said.