What can a label say to you?The wines and spirits category is an area of intense competition. Faced with an endless array of choices, and broad ranges of pricing, customers are left to choose either a brand that they already...

What can a label say to you?

The wines and spirits category is an area of intense competition. Faced with an endless array of choices, and broad ranges of pricing, customers are left to choose either a brand that they already know and like, rely on a recommendation, or are at the mercy of subjective reasoning based on subtle cues communicated from the label. We rely on the labels to speak to us, to tell us a story. The story might be about the region of the world it is from, the year it was made, the vineyard or the distillery that created it. The rest of the story is told by the style and aesthetics of the label design. It could be a whisper, or a scream. Is the story old and traditional, folksy and handcrafted, fun and spunky, or modern and sophisticated? Given that all wine and spirits come from fundamentally the same ingredients, a significant part of what consumers are buying into, is the story of the brand.

So what if the label could take that one step further, and actually speak to you, and tell you their story?

Enter Augmented Reality

Recently, 19 Crimes, a wine brand from Australia, with the help of Experiential Design firm TACTIC, created a lot of buzz with the launch of an AR-enabled wine labels that literally spoke to their audience. The wine labels featured illustrations of exiled British convicts who were sentenced to live in Australia beginning in the late 18th century. Every bottle told a unique story, the crimes of that convict. Consumers simply held their mobile device over the labels and the characters on the labels came to life and told their tales. They tell scandalous stories of rule-breaking that sent them on their journey to Australia.

According to 19 Crimes, the wine celebrates “the rules they broke and the culture they built” in Australia. The characters don’t have to say anything about the taste of the wine, they are communicating the personality of the brand, and trying to speak to the customers that want to identify with rebellious, rough and wild story of Australia and its history.

The Macallan

An example of a spirit brand that used augmented reality to speak to customers in a more literal way is scotch brand Macallan. The distillery took advantage of AR technology to educate its consumers by telling the story about their whisky-making process. Via a mobile device enabled with their app, an animation is displayed showing how American and European oak trees are used to make the casks where whiskies are aged. The consumer is told the story of the making of the Scotch.

These examples used AR in unique ways to deepen consumer engagement and drive brand loyalty. They used AR technology to let their labels to tell their stories in ways that no other product that shared store shelf with them was able to do.

ROAR AR Platform

The ROAR platform provides an ideal opportunity for brand owners to create and tell their own stories in AR. The ROAR platform makes is simple and easy to bring labels to life, in similar ways to 19 Crimes and Macallan, using video compositing and chroma-key features of our platform.

If you have any questions about how ROAR can help you bring your product to life on a store shelf, please feel free to reach out to us at info@theroar.io

Start augmenting your products right now with ROAR?—?https://www.theroar.io/create-own-augmented-reality/

It’s Not Just The Booze Talking: How Augmented Reality Brought Wine and Spirits to Life was originally published in ROAR?—?Augmented Reality Platform on Medium, where people are continuing the conversation by highlighting and responding to this story.

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