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Treasury Wine Estates ramps up augmented reality as app passes 3m downloads - ProWein 2019

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Treasury Wine Estates has passed 3m downloads for its Augmented Reality app as it rolls out the technology across all of its wine brands.

An augmented reality app was launched for TWEs 19 Crimes range in 2017

An augmented reality app was launched for TWE's 19 Crimes range in 2017

The wine group first launched AR, which produces computer-generated images on smartphones through the camera app, in 2017 on its 19 Crimes Australian red range. The company has since expanded the project and in the past six months extended the technology to cover its brand portfolio.

Speaking to just-drinks this week, TWE's Europe MD, Michelle Brampton, said the six months has seen a big jump in user engagement, and total global downloads for the app needed to view the AR now stands at more than 3m.

"[AR] has come on most of the brands within the past six months," Brampton said. "We have really ramped it up and that's when we've seen the increase in downloads as well."

The app, called Living Wine Labels, was developed by TWE's in-house IT team to find a new way to tell consumers a brand story.

"It's the story-telling - how do you get consumers to engage and try the wine without talking about the wine," Brampton said. "[The AR] seems to really just stick with people."

The AR experience is tailored for each wine brand, Brampton said, with Lindemans focussing on its "Bring the Sunshine" tagline and Wolf Blass highlighting the wine-making process.

However, Brampton said the 19 Crimes AR, which shows augmented hand-drawn pictures of people deported to Australia come to life and speak about their experiences, particularly resonated with consumers.

"The fact that someone's mouth is moving and talking to you, it's really interesting," she said. "Especially as they are a criminal."

CORRECTION: This article originally stated that the app had been downloaded more than 1m times.

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