A number of industries are turning to immersive technology such as virtual reality (VR) or augmented reality (AR) in order to better advertise their products. Though at first glance it would not seem that wine was an obvious choice for such promotion, the labels on the bottles offer an obvious way for wine companies to offer unique experiences to customers using AR and a smartphone.

Treasury Wine Estates is one of the largest wine companies in the world, and it is rolling out AR to consumers in the UK with its Living Wine Labels AR app. The app allows users to interact with their wine bottles using their phone, in order to learn about the history of the wine and how it is made or experience a special AR video.

After previously using the technology in its ‘19 Crimes’ collection, Treasury Wine Estates has expanded the Living Wine Label range to include and additional four collections, Matua, 19 Crimes, Wolf Blass Yellow Label, The Gentlemen’s Collection and Lindeman’s Bin, which each label offering unique insight into the history of the wine and its creation.

For Wolf Blass Yellow Label, consumers can follow the journey of an eagle as