Treasury Wine Estates (TWE) has announced that it is expanding its range of wines with augmented reality (AR) labels, following the successful launch of 19 Crimes, which featured the engaging labels.

Across Australia the technology will now be accessible on the bottle labels of Wolf Blass Yellow Label, Matua and Lindeman’s Gentleman’s Collection, as well as the successful 19 Crimes, simply by downloading the Living Wine Labels (LWL) app.

TWE’s Deputy Chief Marketing Officer, Angus Lilley, said: “TWE is the first wine company to invest in this type of technology at scale across our wine brands. We had runaway success with 19 Crimes last year, and these new experiences on Wolf Blass and Matua allow us to connect with consumers in a unique way on some of our most popular wines in the portfolio.

“The Living Wine Labels app has been downloaded more than two million times globally; it’s easy to use and appeals to new consumers, tech enthusiasts and wine lovers alike.”

In detailing what consumers will see with the new labels, TWE said that with Wolf Blass the AR technology will work like the eagle on the label and bring the Barossa Valley to life. Consumers will be able to click on three different hotspots within the AR experience.

The first hot spot relays the history of Wolf Blass and their awards, the second takes you on the inspiring ‘Here’s to the Chase’ message, while the third shows the winemaking philosophy and process.

The Matua AR experience will take consumers across New Zealand’s glacial wonderland, simply by clicking on the Matua label and scanning the logo.

TWE also said that it is planning to roll out more varietals on 19 Crimes later this year in Australia, as well as further brands with AR capability.

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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