Augmented reality wine labels see growing adoption
The company’s app and platform lets wineries and wine producers create, manage, and market an augmented reality experience for their own labels via a smartphone app. Now, says the company, 524 wineries from across the world are participating in the trial and accessing the marketing potential of a marriage of artificial intelligence and augmented reality.
“I don’t believe anything like this has been done to this level before – bringing together artificial intelligence, augmented reality, clever technology, 500 different wineries with different visuals and branding, as well as different languages,” says app creator and Winerytale founder Dave Chaffey. “This platform is purpose-built for mass adoption and accessibility to any winery wanting to take advantage of a brand marketing and sales future that will undeniably involve augmented reality.”
The technology is designed to work on any wine label, using artificial intelligence to scan and recognize labels, and augmented reality to showcase the wine’s backstory by beaming it from an imaginary space inside and outside of the bottle. With the technology, users can see multimedia branding content including winery tour videos, wine tasting notes, food pairing suggestions, or nearby retailers that stock the product.
Field testing of the Winerytale App has attracted world-wide interest, says the company, and a selection of leading wine producers are on board from across Australia and New Zealand, as well as from wine regions in South Africa, France, North America, Canada, Croatia, Lebanon, and Mexico. The wineries involved in testing the beta version of the app are small to mid-level where the app has the ability to help them reach a broader market, boosting brand recognition and sales, the company says.
“Current world consumers – millennial or not – live their lives through their phones and being able to give them the information they need, in a way they want, influencing the choices they make and harnessing that purchasing power is a no brainer,” says Chaffey. “When you switch the Winerytale app on, it becomes instantly activated on every bottle. And having every bottle activated is like having thousands of marketing machines all going to work for these wineries.”
Through the App field trials, the company is also rolling out location-based services – where the wine bottle held by a consumer knows where it is and adapts the content – with self-translating wine bottles to follow in 2020. For example, a European traveler in Asia, could easily view information about a wine, which changes if they are within a winery’s boundaries, in a language they can fully comprehend.
“Through Winerytale,” says Chaffey, “the wine industry is becoming an early adopter of technology that has the potential to be used across multiple industries like pharmaceutical and grocery. It will just build on our current internet-based consumer habits. Want to know something about a product? Ask your artificial intelligence and augmented reality-powered App!”
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