Augmented reality wine arrives in Australia

June 5, 2018
By Alana House

Treasury Wine Estates is bringing its award-winning augmented reality (AR) wine label technology to Australia.

The Living Wine Labels app has already launched in more than 90 countries with 1.4 million downloads globally in the last 10 months. TWE is the first wine company to use AR on this scale.

The popular 19 Crimes range will now tell true stories of 18th century convicts turned colonists who committed one of the 19 crimes punishable by transportation to Aussie consumers when they point their phone at the labels. 

Nick McArdle, 19 Crimes AR Ambassador said: “19 Crimes has used technology to break down the barriers normally associated with wine, such as tradition, heritage, and region. We are challenging these conventions and cutting out the ‘wine talk’ that may be intimidating to some wine drinkers.

“Augmented reality is the future and it’s fun, interactive, and easy to share,” says McArdle. 

Available in four varietals: Red Blend, Shiraz, Cabernet Sauvignon and ‘The Uprising’ – a Red Blend aged for 30 days in rum barrels, each wine is bold and uncompromising in character – just like the 19 Crimes convicts depicted on the bottles. 

In December 2017, TWE celebrated 19 Crimes being the number one millennial wine brand according to Aztec Australian Liquor Unweighted MAT to 17/9/2017.

It was was also named Market Watch’s 2017 Wine Brand of the Year and is a powerhouse brand in the US, where it sold over one million cases over the 2017 financial year.

“We are absolutely thrilled with this award — this is great recognition of what can be achieved through the combination of a quality wine offering and powerful, non-traditional marketing,” said TWE’s Michelle Terry.

“19 Crimes defies convention – this is a wine brand that tells a rich and authentic story, and has proven to have strong appeal to millennial consumers – it is without doubt one of our most successful innovations.”

TWE says that almost 20% of 19 Crimes buyers are new to wine, driving category penetration.

The Living Wine Labels app is available to download from the iTunes or Google Play store. 

19 Crimes will be available at a recommended retail price of $17.99 and available from leading bottle shops nationally.

To view the range or further details, visit 




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