Two Italian wine brands are set to get the augmented reality treatment in the US, courtesy of Frederick Wildman & Sons.

The New York-based wine importer has released details of consumer-facing AR activations for Santi ‘Ventale’ Valpolicella Superior DOC (SRP of US$16) and Nino Negri ‘Quadrio’ ($20) in the country. The pair will boast neck tags with QR codes designed to “provide an elevated wine tasting experience”.

Upon scanning the codes with a smartphone, US consumers will be able to:

  • Have a virtual tasting, hosted by holograms of Italian designers Pia and Davide Baroncini
  • ‘Visit’ the brands’ vineyards and access tasting notes and pairing suggestions, and
  • Access all of the above within the browser that opens from the QR scan

A demo can be viewed here.

“The goal is to roll out with a variety of different wines from Italy to show the diversity of fine Italian wines,” said Frederick Wildman’s director of Italian fine wines, Amanda Paul-Garnier. “We are excited that this AR programme will make the passion, history and technique behind these wines more tangible and accessible for everyone who experiences them.”

Another brand, Santi ‘Santico’ Amarone della Valpolicella Classico DOCG, will start to utilise the activation in the US later this year.

Treasury Wine Estates has long been a fan of AR, having introduced the technology to the marketing suite for its 19 Crimes wine brand back in 2017. Two years later, the group boasted 3m downloads of its AR app.

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