Category: Treasury Wine Estates

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Snoop Dogg and 19 Crimes Create AR Wine ‘Snoop Cali Red’

Snoop Dog

Wine brand 19 Crimes is well-known for its use of augmented reality (AR) tech with its Living Wine Labels, bringing its bottles to life with infamous historical outlaws. This week has seen a change in that method, teaming up with Hip-Hop icon Snoop Dogg on new wine, Snoop Cali Red.

19 Crimes - Snoop Dogg

Once again teaming up with innovation studio Tactic – the team behind a multitude of VR/AR brand experiences – 19 Crimes collaborated with agency Cashmere to get the famous artist on board, using photographs to create a virtual CGI avatar of him.

“The big idea was actually moving from historic figures – Irish convicts that were banished to Australia – to a contemporary personality,” said John Wardley, 19 Crimes Marketing Vice President in a statement. “This came straight out of the brand values – anti-authority/rule-breaking/culture creation and redemption. We realized these values are timeless and when we put a contemporary lens on them, the first person we thought of was Snoop. So, we were determined to get a partnership with him. Fortunately, Snoop also liked the 19 Crimes brand, and respected that we were the very first wine to bring the label to life through augmented reality. The idea of Cali Red was born – 19 Crimes’ first California-sourced wine with a true California icon front and center on the label.”

The first Californian wine 19 Crimes has created, they needed to incorporate Snoop’s voice, look, tone, style to ensure an authentic animation: “19 Crimes worked with Cashmere to draft a script that felt authentic to Snoop and that aligned with the brand goals,” explains Tactic President Peter Oberdorfer. “But once they got in the recording booth, it was all Snoop. He was happy to ad-lib, and those takes really made the experience.”

19 Crimes

Just like 19 Crimes’ other bottles, to unlock the Snoop Cali Red AR experience you’ll need to download the free Living Wine Label app for iOS and Android devices and then scan the label. The wine is currently available at select locations in the US.

For the latest AR experiences like the upcoming Wallace and Gromit: The Big Fix Up or Styly’s new AR feature keep reading VRFocus.

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Living Wine Labels Brings AR to the Table

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 it soars over the Barossa Valley vineyard where the wine is made. He user can then interact with three different hot spots that offer brand information when clicked.

Matua’s AR experience seeks to highlight the refreshing nature of the drink, showing a glacial New Zealand landscape and offering tips of the perfect temperature to serve Matua at. Lindeman’s Bin is the newest addition to the platform and the AR shows flowers coming to life and filling the room.

19 Crimes uses AR to explore the history of Australia, covering the story of those who were exiled there in the 18th and 19th Century.

Further information can be found on the Treasury Wine Estates website. For future coverage of new and innovative uses of AR, keep checking back with VRFocus.