The Aviana collection from majority woman-owned C. Mondavi & Family features three wines devoted to strength, adventure and ingenuity, and adult consumers of the legal drinking age can scan the QR codes on the bottles to launch an augmented reality experience. This interactive experience brings the character on the front of the bottle to life and engages a new generation of wine lovers. The label was inspired by a photo of Rosa Mondavi, the company’s matriarch, from the early 1900s, and Mondavi comes to life with the aid of AR.
Giovanna Mondavi, a member of the fourth generation of the C. Mondavi family, says, "The wines each represent a mood and a mindset, all with a dedication to giving back." The winery supports Equality Now, and more can be learned about its charitable partner via the AR portal.
Uplifting AR Wine Labels
C. Mondavi & Family's Aviana Collection Shares an Interactive Experience
Trend Themes
1. Augmented Reality Wine Labels - Augmented reality technology is being integrated into wine labels to create an interactive and engaging experience for consumers.
2. Interactive Branding Through AR - AR technology is being used to bring brand characters to life on wine labels, enhancing consumer engagement and creating a unique marketing experience.
3. Charitable Partnerships and AR - A growing trend is the combination of augmented reality experiences with charitable initiatives, allowing consumers to learn more and support causes through interactive platforms.
Industry Implications
1. Wine Production - The wine production industry is incorporating augmented reality technology into their branding and marketing strategies to attract and engage consumers.
2. Technology and Innovation - The integration of augmented reality into wine labels showcases the potential for AR technology to disrupt traditional marketing and branding approaches.
3. Non-profit and Social Impact - The combination of augmented reality experiences with charitable partnerships presents opportunities for non-profit organizations to reach a wider audience and raise awareness for their causes.