Sustainability is at the forefront of our minds, whether it be the ability to reuse goods, lessen waste, or in the context of wine, purchasing from wineries who consciously care for the environment. This is especially important, because while it might not be obvious, traditional wine growing practices can have negative environmental effects. This includes heavy pesticide use adding to greenhouse gas emissions and the rigorous simplification of landscapes which reduces vegetation diversity on the land. And those classic glass bottles are difficult to deliver, requiring more resources and packages per delivery–which is why many beer companies are now opting for aluminum cans over glass bottles. Knowing this, many wineries are taking more sustainable steps during wine production and seeking ways to inform consumers of these practices. The rise of Augmented Reality (AR) in wine labels emerged as the perfect opportunity for
AR first infiltrated the wine world in 2018 when Tactic Studios collaborated with Treasury Wine Estates’, 19 Crimes. As wine’s first step into AR, this collaboration was promising. 19 crimes sales went from 4 million to 18 million within 18 months of the release and users were enthused about seeing characters on their bottles come to life. Seeing the success of this rollout, other wineries are slowly jumping into incorporating AR onto their labels–but from a more informative approach.
As an easy and accessible tool, it’s become one of the quickest ways for wineries to educate and inform buyers about their wine.
Sonoma County Winegrowers became the first wine region to use AR to inform consumers about their commitment to sustainable practices in 2019. At the time, more than 97% of Sonoma County’s 60,000 vineyard acres were taking sustainable measures, as the region was quickly on their way to a 100% sustainable wine program.
In 2018, Karissa Kruse, president of the Sonoma County Winegrowers, attended a Tactic Studios seminar. There, Tactic discussed their approach of AR for brands, particularly the popularity of their collaboration with 19 Crimes. Recognizing their successful integration of AR and wine, Kruse began to brainstorm how AR could be used for more than entertainment, but as an educational tool on sustainability.
Sonoma County Winegrowers launched the Sonoma County Sustainable Wine app for wines from Sonoma producers Cline Cellars, Dutton Estate, Dutton-Goldfield, Ferrari-Carano and Lynmar Estate as well as Francis Ford Coppola Winery. Within the app, pointing your smartphone camera at the bottle label, the AR experience begins by showcasing a video of each producer's sustainability measures. At release, this included Sonoma’s goal of 100% sustainability, and members of each individual winery discussing their practices for sustainability
In light of the AR launch, Ford Coppola CEO, Corey Beck, told Forbes in 2019, “Our commitment to sustainability and innovation continues, and it’s important to help lead the way towards more awareness on the importance of sustainable winemaking and environmental stewardship. Our interactive wine labels are a creative way for people to learn more.”
While the app is no longer available for download, Sonoma County initiated a transparent and accessible movement of wineries sharing their sustainability efforts.
Following in similar footsteps to Sonoma County, Australia’s Accolade Wine’s collaborated with Zappar in 2022 to curate a sustainable AR wine experience for their partnered winery, Banrock Station. The preservation first winery has over 25 years of sustainable practices, contributing $7.5 million toward conservation efforts. Their most recent endeavor in 2021 started a partnership with Landcare Australia to annually plant 100,000 native trees and shrubs.
The AR experience works on any smartphone’s browser without the need for an app download. As each label consists of a QR code, you simply scan the bottle through their smartphone camera.
Consumers are then immersed into a 3D world where Banrock Station demonstrates a range of their sustainable practices. Users have the option to explore “Our Global Impact” which shares the wineries approach to conservation and environmental protection. “Discover Banrock” where you enter 3D wetlands, interact with native animals, and can take a pledge to sustainability. And "Plant a Virtual Tree” where you plant, water, and watch your tree quickly grow from seedling to adult in collaboration with Landcare Australia.
Wineries highlighting their sustainable practices are just one way we can experience AR and make more conscious wine choices. In addition to sustainability, other wineries have opted to explore AR by guiding users through the winemaking process (Penfolds), creating their own champagne blends (Veuve Clicquot), or offering virtual cellar tours and historical information (Chateau Margaux, Moët & Chandon).
Since we all enjoy a pretty bottle, AR merging with wine labels has not only created new opportunities for wineries but expansive visuals for consumers. By incorporating the two, a more engaging and personal shopping experience emerges, changing the way we sip, choose, and interact with our wine.
Follow us on Instagram to explore even more wine