Rhodri Morgan3 December 2020
An app that reads augmented-reality (AR) wine labels is set to launch next year.
Australian company Winerytale has developed an app that lets consumers scan labels with their phones to access information such as the history of the brand or the backstories of the winemakers. Around 100 global wine brands have signed up to the service, the company claimed, with the app set to go live on 1 January.
Brands that use the app will be able to upload video content that will be displayed through AR technology to the consumer when they scan the product’s label. The company is offering brand owners three subscription tiers, ranging from USD$99 per month for smaller operations to $399 for the full package, including a ‘buy now’ integration.
“It’s a very different concept to other wine Apps, which tend to focus on delivering detailed wine information and wine ratings,” said Winerytale MD Dave Chaffey. “It’s about delivering an experience, straight from the label, that gives consumers genuine insight into the people, place and processes that go into every wine.”
The app looks to target Millennial consumers. GlobalData figures show that the global 25- to 34-year-old demographic experienced the largest increase in wine consumption between 2011 and 2018 at a Compound Annual Growth Rate (CAGR) of 2.4%.
AR wine labelling has already made industry headlines this year. In September, South African winery Journey’s End announced the roll-out of its six-iteration ‘Identity’ range with interactive storytelling labels.
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