Treasury Wine Estates has expanded its augmented reality (AR) technology to its Wolf Blass and Matua labels.
AR was launched on its 19 Crimes label last year and has been a huge success for the company.
In December 2017, 19 Crimes became the number one millennial wine brand according to Aztec Australian Liquor. TWE says almost 20% of 19 Crimes buyers are new to wine, driving category penetration.
The Wolf Blass Yellow Label AR allows consumers to soar like the eagle on its label, bringing the winery's Barossa Valley home to life. They follow the eagle to explore the Wolf Blass world, clicking on three different hotspots within the AR experience. The first hot spot relays the history of Wolf Blass and their awards, the second explores the label's ‘Here’s to the Chase’ message, while the third shows its winemaking philosophy and process.
Matua allows consumers to experience a New Zealand glacial wonderland, through choosing their desired "chill factor".
“TWE is the first wine company to invest in this type of technology at scale across our wine brands," said TWE’s Deputy Chief Marketing Officer, Angus Lilley. "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.”
The Living Wine Labels app is available to download from the iTunes or Google Play store.
Share the content
