Top 10 inventive designs in wine packaging

Treasury Wine Estates’ Living Wine Labels

While augmented reality technology has been around for a while, Australia’s Treasury Wine Estates has harnessed its potential more successfully than most.

In 2017 the producer launched an app for its 19 Crimes wine label, which encourages users to download the app upon purchasing a bottle and using their phone to watch its label come to life. In the case the 19 Crimes, the labels feature the mugshots of former British convicts who became Australian colonists in the 1700s, with their stories told through a moving label activated by the user’s phone.

This year, that app was expanded to become the Living Wine Labels, and extended to its Chateau St. Jean, Gentleman’s Collection, The Walking Dead, and most recently, Beringer Bros. wine labels.

The Beringer Bros. label for example features a moving antique photo of the original brothers who founded the distillery-turned-winery, which dates back to 1876, and literally brings its brand story to life. While the more traditional Chateau St. Jean AR features shares the history of the vineyard and education on the winemaking process.

Treasury’s AR Walking Dead wine label

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