18 OCTOBER 2018
Take a look at Matua Wines, where
owner Treasury Wine Estate last
year introduced AR to its labels,
offering customers a fun positioning
in a captivating way – a New Zealand
glacial image. TWE’s deputy chief marketing
officer Angus Lilley says the AR experience is
activated via the Living Wine Labels app, which
has more than two million downloads globally
since its launch. “The app allows the user to
experience a New Zealand glacial wonderland
and makes refreshment come to life in a ‘chilling’
way,” he says. The user simply clicks on the
Matua logo, scans the label and chooses a
varietal to experience the chill factor. The first
wine company to introduce Augmented Reality
(AR) to its labels, the company has recognised
the value of partnership, execution, innovation
and marketing capability. “TWE is the first wine
company to invest in this type of technology at
scale across wine brands,” Lilley says. “In the
Living Wine Labels app, we have created a tool
that is easy to use and appeals to new consumers,
tech enthusiasts and wine lovers alike. We
definitely see value in leveraging AR to drive
consumer engagement, and we are continually
looking for new ways to evolve the platform to
create experiences that fit each brand story.” Wolf
Blass Yellow Label AR is the latest to be released,
allowing the user to ‘soar’ like an eagle to explore
the Wolf Blass world and several options available.
The first hot spot relays the history of Wolf Blass
and its awards, the second takes them to the
inspiring ‘Here’s to the Chase’ message, while
the third shows the winemaking philosophy and
process. TWE plans to roll out more varietals on
19 Crimes and new brands with AR capability later
this year in the Australian market.
MATUA
MAGIC
Labels that bring augmented reality
to customers are the next big thing –
offering food and beverage manufacturers
the chance to showcase more than just
the products they are selling.