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# Self-Translating Wine Labels
Third Aurora's Technology Lets Shoppers Read Labels in Any Language

By Laura McQuarrie | Published 2019-07-08 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/augmented-reality-wine-label
References: [prnewswire](https://www.prnewswire.com/news-releases/self-translating-wine-labels-becoming-the-new-standard-300880667.html) & [thirdaurora](https://thirdaurora.com/self-translating-wine-labels/)

Thanks to artificial intelligence and augmented reality, Third Aurora is introducing a technology that gives consumers the power to read any wine label, in any language, setting a new precedent for packaging in the wine industry and beyond. Demonstrations of the [self-translating technology](https://www.trendhunter.com/trends/leion-hey2), which will be introduced to Third Aurora's [Winerytale platform](https://www.trendhunter.com/trends/sharevino) in 2020, show bottles with text in English seamlessly translated to Chinese characters. In all, the technology boasts the ability to translate more than 100 languages instantly with AR and a smartphone display.

According to Third Aurora co-founder Dave Chaffey, "this sort of technology will reach tipping point very quickly" and is set to become a new standard in packaging in a matter of years and "is widely anticipated to win over the Millennial market."

## Trend Insights (Trend Hunter)

- Score: 4.6/10
- Popularity: 40% | Activity: 91% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking)

## Key Themes

### What's Driving This Trend

- **Self-translating Packaging:** Third Aurora is disrupting the packaging industry by introducing a technology that can instantly translate over 100 languages on wine labels using AI and AR.
- **Augmented Reality Applications in Retail:** Third Aurora's Winerytale platform is enabling a new way of shopping by using AR to translate wine labels in real-time.
- **Multilingual Technology for Consumer Goods:** Third Aurora's technology is paving the way for other consumer goods brands to introduce multilingual packaging that caters to a wider global audience.

### Who This Affects Most

- **Wine Industry:** Third Aurora's technology is already making waves in the wine industry and could potentially overtake current packaging norms.
- **Retail Industry:** Retailers can leverage Third Aurora's technology to introduce seamless multilingual shopping experiences and gain an edge over competitors.
- **Consumer Goods Industry:** Third Aurora's technology can inspire innovation in the consumer goods industry by providing a solution for catering to diverse demographics and creating a unique brand experience.

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