Treasury Wine Estates' 19 Crimes brand is now using augmented reality to bring its dynamic wine bottles to life, particularly to make the packaging all the more appealing to an audience of young men.
The Banished was recently introduced as a new kind of dark red wine that may be paired with an AR app. Once a mobile device's camera is pointed towards the bottle's label using the app, it becomes animated and comes to life to tell a story. As the product takes inspiration from the many British convicts transported to Australia, the experience tells the story of many real stories of men and women in the 19th century.
As Treasury Wine Estates managing director Tom King says: "Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation really brings the 19 Crimes story to life."
What's Driving This Trend
- AR Wine Labels
- Incorporating augmented reality technology into wine labeling for a unique packaging experience.
- Authentic Storytelling
- Increasing demand for brands with genuine and relatable stories to connect with millennial consumers through packaging.
- Mobile App Integration
- Developing mobile applications that enhance consumer engagement with products through AR technology.
Who This Affects Most
- Wine
- Wineries can incorporate AR technology into their packaging to stay current and appeal to tech-savvy wine drinkers.
- Technology
- Augmented reality technology companies can work with wine brands to develop AR-enabled labels and mobile apps for an enhanced consumer experience.
- Marketing
- Developing new and innovative ways to market products, including incorporating AR technology, to better engage with millennial consumers who value authenticity and storytelling in branding.
