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TWE rolls out AR app across trio of brands

Published:  28 September, 2018

Treasury Wine Estates (TWE) has expanded its Augmented Reality (AR) technology in the UK to Lindeman’s Bin, Wolf Blass Yellow Label and Matua using Living Wine Labels.

The AR experience is activated via the Living Wine Labels (LWL) app, which when downloaded enables users to scan their phones over the wine label.

It will give customers the chance to experience wine as they virtually visit a glacial wonderland and soar like an eagle through the vast wine valleys of South Australia.  

The roll out across the trio of brands follows TWE debuting the technology on its 19 Crimes brand in 2017, with users able to hear the stories of British convicts transported to Australia in the 18th and 19th centuries.

The Wolf Blass Yellow Label AR experience allows the user to follow a virtual eagle flying across the Barossa Valley, where the wine is made, while the Matua experience allows the user to explore a New Zealand glacial wonderland. The Lindeman’s Bin sees flowers come to life and fill the room around the bottle.

The AR platform allowed TWE to connect with consumers, while also educating them on the history behind the wine and how best to drink it, said TWE European marketing director Kirstie McCosh.

“We are excited to continue expanding the unique use of AR technology across some of our most popular wines and provide consumers with a heightened drinking experience,” she said.

The LWL app is available in more than 90 countries.