Treasury Wine Estates launches augmented reality technology for Gentleman’s Collection

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Following the “success” of the augmented reality experience for its 19 Crimes range, Treasury Wine Estates is launching the same technology for its Lindeman Gentleman’s Collection wine range.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a “Gentleman’s Guide to Augmented Reality”, as told by the founder of the Lindeman’s winery, Dr Henry Lindeman.

A Living Wine Labels app is also being launched that will house the AR technology for both wine portfolio’s, rather than having a separate app for each portfolio.

The company says the 19 Crimes app has enjoyed “significant” success since it launched in October 2017, with more than 20,000 people downloading the app in the UK alone and it being used by more than 150,000 people.

UK shopper marketing support will focus on promoting the technology in Father’s Day activations. Nisa will be supporting it with an online campaign and in-store gift bags.

Kirstie McCosh, marketing director, said: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends.”

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