# Uplifting AR Wine Labels C. Mondavi & Family's Aviana Collection Shares an Interactive Experience By Laura McQuarrie | Published 2023-09-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/aviana-collection References: [wineindustryadvisor](https://wineindustryadvisor.com/2023/08/17/raise-a-glass-new-aviana-wines-legacy-continues-rosa-mondavis-great-granddaughters)  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](https://www.trendhunter.com/trends/packaging-initiative-in-singapore) to launch an [augmented reality experience](https://www.trendhunter.com/trends/halloween-wine). 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](https://www.trendhunter.com/trends/duss-vsop-holiday-gift-box). 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. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 59% | Activity: 63% | Freshness: 18% - 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 - **Augmented Reality Wine Labels:** Augmented reality technology is being integrated into wine labels to create an interactive and engaging experience for consumers. - **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. - **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. ### Who This Affects Most - **Wine Production:** The wine production industry is incorporating augmented reality technology into their branding and marketing strategies to attract and engage consumers. - **Technology and Innovation:** The integration of augmented reality into wine labels showcases the potential for AR technology to disrupt traditional marketing and branding approaches. - **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. ## Related on Trend Hunter - [Gamified Wine Labels](https://www.trendhunter.com/trends/ar-wine-packaging.md) - [Augmented Reality Wine Bottles](https://www.trendhunter.com/trends/ar-sinister-wine.md) - [Adventure-Ready AR Wines](https://www.trendhunter.com/trends/bandit-wines.md) - [Musical Wine Labels](https://www.trendhunter.com/trends/interactive-wine-labels.md) - [Interactive AI Sommeliers](https://www.trendhunter.com/trends/ai-sommelier.md) - [Nostalgic Game-Inspired Wine Bottles](https://www.trendhunter.com/trends/finca-de-la-rica.md) - [AR Monster Wines](https://www.trendhunter.com/trends/halloween-wines.md) - [Virtual Wine Assistants](https://www.trendhunter.com/trends/ask-joe.md) - [AR Alcohol Labels](https://www.trendhunter.com/trends/swigr1.md)