McGuigan Wines has released an augmented reality wine app that enables consumers to create a personalised label to share with friends.
The app features on McGuigan’s new Founder’s Gift wine, which launched this month to coincide with Chinese New Year on January 25.
Developed in both English and Chinese, by downloading the app and scanning the bottle with their phone, users can enjoy two unique augmented reality experiences.
Initially, the lion depicted in McGuigan Wines’ crest comes to life in augmented reality, inviting wine drinkers into the world of the brand.
Users can then create their own unique virtual label, writing a personal message and selecting a gift bow, before taking a picture to send to their friends and family on social media platforms including Instagram, Facebook and WeChat.
Created to tap into the significant gifting opportunity around the Chinese New Year celebrations, the wine app also enables consumers to buy the wine through to its exclusive listing on the BWS website.
The Founder’s Gift is also stocked in selected BWS stores and comes in a special gift box.
Other features of the Founder’s Gift wine app, which is available via the Apple Store and Google Play, include tasting notes and a video about the history of McGuigan Wines.
The Founder’s Gift Shiraz 2016 was made from fruit sourced in the Barossa Valley before being aged in French oak barrels and has an RRP of $35.