Augmented Labels: The Future of Wine Marketing

Sep. 17, 2018

Augmented Reality Labels


We’ve all been told not to judge a book by its cover, but in reality, the eye-catching artwork displayed on packaging has an undeniable impact on our buying decisions. 

Now, global winemaker Treasury Wine Estates has combined art and technology to make wine labels an even more impactful influence for consumers with the Living Labels app, a mobile application with more than two million downloads globally since its launch. 

The Living Labels app can bring an array of Treasury Wines labels to life using Augmented Reality, a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.


19 Crimes

Perhaps the most iconic Living Labels brand is 19 Crimes, which uses the AR technology to let infamous convicts from history tell you their side of the story when you scan the label with your smart device. 

TWE's deputy chief marketing officer Angus Lilley told Food & Drink Business last year's 19 Crimes launch was a “runaway success.”


“19 Crimes has gained traction quickly and is currently growing 21x faster than the red wine category,*” Lilley said.


The Walking Dead

Fans of The Walking Dead are just as ravenous as the hordes of zombies featured in the long-running television series and graphic novels. The Living Labels app animates an array of undead carnage from a harrowing supply run starring series lead Rick Grimes, to a unique feature that allows you to combine multiple bottles of wine to unlock the ultimate showdown between the living and the dead. 




One of the newest additions to the Living Label collection, emBRAZEN aims to be more than just a wine brand. Celebrating trailblazing women of the past, emBRAZEN labels feature fierce women like Josephine Baker, Nellie Bly, and Celia Cruz, inspiring a new generation of women to continue their journey. 


When consumers scan their emBRAZEN label with the Living Label app, the torch icon is set ablaze, appearing to burn away the label to reveal a new layer of artwork. Users can interact with the app by dragging their fingers over the label to “burn” away new layers, revealing how each woman earned her place in history. 



Chateau St. Jean

The Living Wine labels allows Chateau St. Jean winemaker Margo Van Staaveren to share her story and how sharing a love for winemaking led to the pairing of a lifetime.



Beringer Brothers

The Beringer Brothers collections honors the roots planted by Jacob and Frederick Beringer 150 years ago. The Living Labels app brings these pioneering brothers to life on their wine aged in Bourbon barrels. 



Consumers have been captivated by the innovative storytelling and gamification offered by the Living Labels app, giving a strong competitive edge to these brands, which also include Matua, Lindeman’s, and Gentleman’s Collection, in the retail market space. 

* In retail sales value. Source: IRI AZTEC Australia Liquor Unweighted MAT 15/07/18

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