With Treasury, Gallo, and added wine producers ablution their own aggrandized absoluteness wine apps, it’s account reviewing the change of this agenda business tactic aural the wine industry and what to apprehend in the future.
In the Hello Vino appointment four years ago, we recorded this arcane audience video showcasing the aboriginal beta adaptation of an aggrandized absoluteness app we developed for the wine category. The app was bare bottomward to a simple feature — hold your buzz over a wine characterization in adjustment to appearance absolute agreeable from the brand/producer.
This AR wine app created the different befalling for a wine ambassador to bear a acutely agreeable cast acquaintance anon to consumers in a fun and absorbing manner, while additionally aing at both the point of acquirement and at home.
Potential applications could accept included an advisory claimed tasting with the winemaker, a celebrity or personality anecdotic the wine tasting notes, or carrying a promotional affairs message. We were aloof alpha to tap into its potential.
We pitched the avant-garde new app to business leaders from a ample wine producer, but they anesthetized on the befalling to be aboriginal to accompany this blazon of customer technology to the wine category. We shelved the app, and connected developing Hello Vino’s “Wine Assistant” customer app and adaptable business belvedere for wine brands.
Three years later, Treasury Wine Estates would acquaint their “19 Crimes AR” app to augment the customer acquaintance with their 19 Crimes wines by communicating their brand’s adventure application the almost beginning technology.
Treasury Wine Estates’ aboriginal 19 Crimes app was launched in July 2017. The app cleverly activated the abyss pictured on the wine labels, area they would acquaint their alone belief through an aggrandized absoluteness experience.
The app and its agenda business affairs has been berserk acknowledged for Treasury Wine Estates, which can be attributed to the afterward factors:
The affairs was beautifully executed. As appear by Shanken’s Impact Databank, the 19 Crimes cast enjoyed 104% YoY advance in depletions.
In accession to the concise allowances gleaned from both the customer assurance and retail abutment of the 19 Crimes program, there is a bigger account at play:
When a multi-brand wine ambassador approaches the conception of a customer technology affairs from a belvedere perspective, it creates the befalling to advance its first-mover advantage and always re-engage consumers and key accounts. Case in point: Treasury’s addendum of Living Wine Labels AR for its Gentleman’s Collection, The Walking Dead, and Beringer brands.
TWE is additionally now able to advantage its AR belvedere to abutment the barrage of new brands. Best recently, emBRAZEN and its belief of trailblazing women in history.
Over the accomplished few months, we’ve apparent several wine AR apps hit the App Store. From activation artwork to talking acreage animals (I’m not kidding), they are all “making wine labels appear to life.”
Most notably, Gallo attempted to carbon Treasury’s affairs with their Discover Prophecy Wines app by activation the characterization artwork on Prophecy wine bottles. While its aboriginal App Store analysis (penned by E.&J. Gallo agent Melanie Carvalho-Ubl, username: melcubl) declares the app “endlessly fascinating,” the app has not acquired abundant absorption back its June launch.
There are three vividly bright reasons:
I was afresh reminded by Albertson’s VP of Digital, Karl Meinhardt, of this accordant Steve Jobs quote:
There is a new, next-level aggrandized absoluteness app currently in development for the wine category. The Hello Vino aggregation has conducted clandestine demos of the avant-garde app with a baddest accumulation of wine industry executives, marketers and technologists. Without absolute too much, the app employs the following:
Most important, it’s not addition “living wine label” app.
Without acumen it, Meininger’s Wine Business International editor in-chief Felicity Carter may accept provided the better adumbration in a Twitter altercation aftermost week:
I attending advanced to administration added in the advancing months. If you’re absorbed in actuality allotment of the launch, we may be able to conduct a arcane audience (please ability out).
Unlike the badly absent befalling from 2014, this new app won’t be placed on a shelf.
Rick BreslinFounderHello Vino
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