GEELONG WEST, Australia — Augmented reality and artificial intelligence are propelling more than 500 wineries across the globe into futuristic marketing that cleverly connects wine-labels with millennial wine-lovers.
Winerytale is an app and platform that lets every winery and wine producer create, manage and market an augmented reality experience for their own labels via a smartphone app.
App creator and Winerytale founder Dave Chaffey said 524 wineries from across the world were already part of the trial and accessing the marketing potential of a marriage of artificial intelligence and augmented reality.
Chaffey said in the past few years a handful of wine producers have created augmented reality apps for their specific brand. Winerytale aims to blow the augmented reality door open to any winery in an inexpensive and easy way.
"I don't believe anything like this has been done to this level before – bringing together artificial intelligence, augmented reality, clever technology, 500 different wineries with different visuals and branding, as well as different languages," Chaffey said.
"This platform is purpose-built for mass adoption and accessibility to any winery wanting to take advantage of a brand marketing and sales future that will undeniably involve augmented reality."
The technology behind the App is designed to work on any wine label, using artificial intelligence to scan and recognize labels, and augmented reality to showcase the wine's backstory by beaming it from an imaginary space inside and outside of the bottle.
Through that technology, multimedia branding content comes alive including winery tour videos, wine tasting notes, food pairing suggestions or nearby stockists.
The Winerytale team has also created a "fanwall" for every wine label. Through the use of augmented reality, the fanwall appears to be inside the wine bottle and – driven by hashtags - displays images of the wine's biggest fans inside the bottle.
Given this potential, field testing of the Winerytale App has attracted world-wide interest and a selection of leading wine producers are on board from across Australia and New Zealand, as well as from wine regions in South Africa, France, North America, Canada, Croatia, Lebanon and Mexico.
Chaffey said the wineries involved in testing the beta version of the App are small to mid-level where the App has the ability to help them reach a broader market, boosting brand recognition and sales.