Augmented reality continues to make headlines, alongside artificial intelligence. In packaging and consumer products, the creative possibilities are endless. In this article, we present some inspiring examples of augmented reality for labels across various wine, beer and spirits brands.
Bombay Sapphire developed its own digital augmented reality experience using the Shazam and Zappar applications. Users scan the code located on the neck label of the iconic blue gin bottle to activate the experience. Once scanned, the smart label (enhanced, connected or 'scannable' label) comes to life through the smartphone, unveiling Bombay's unique universe and aesthetic. Users can then watch an exclusive video featuring various cocktail recipes using Bombay Sapphire gin.
The iconic whisky brand Jack Daniel's has also embraced augmented reality. Indeed, 'The Jack Daniel's AR Experience' was released in 2019 on the App Store and Google Play. Once the app is installed and with a bottle at hand, users can scan the label to trigger three different augmented reality experiences: The Jack Daniel's story, the distillation process, and a tour of the Tennessee facilities. This enthusiasm for using smart labels as 'AR markers' continues to grow in the spirits sector, aiming to provide consumers with a unique digital experience.
Treasury Wine Estates has helped popularise a new marketing trend by focusing on the niche of augmented reality smart labels. Indeed, its product ranges such as 19 Crimes, Walking Dead, and Brazen are digital proof of this. Below is a concrete example with the emBRAZEN wine range, which pays tribute to celebrated women in history. Once scanned with the Living Wine app, the labels come alive through the smartphone's camera view. In April 2019, the company reported more than 1.3 million app downloads and over 200,000 videos shared on social media!
Here's a brilliant marketing move that will delight fans of The Walking Dead series. Like the previous example, Treasury Wine Estate developed a wine range called 'The Walking Dead Blood Red Blend'. For this range's packaging, we find AR labels that, when scanned with their app, bring zombies 'to life'. The 3D effect is quite well executed, and the concept is very interesting. What better way to enjoy fine red wine whilst waiting for the next episodes? If you can download the application, try scanning the two labels below :).
Like Bombay Sapphire, Shackleton whisky created its own augmented reality experience by combining Shazam and Zappar. Once scanned using the music recognition application, the whisky packaging comes to life. We can see a ship sailing into the real world with this striking effect as if the vessel had pierced through the packaging! Users can then watch documentary videos recounting Sir Ernest Shackleton's Antarctic voyage.
Try to scan the label below!
The British label Island Records collaborated with Crown Bevcan Europe and Middle East to launch a digital experience of 'Shazammable' cans for their Session IPA Beer brand. Whilst the idea for this product is less immersive than previous examples, it remains quite interesting and audience-focused. By scanning the can using the application, consumers can directly access three Spotify playlists featuring the label's artists. A creative use of augmented reality allowing greater brand identification and audience loyalty.
Through its premium packaging, The Glenlivet whisky brand designed an augmented reality experience in partnership with Zappar, Shazam and creative agency Oliver. The experience is as follows: Master Distiller Alan Winchester appears as a 3D hologram explaining the secrets behind The Glenlivet's taste. Consumers can try to identify the ingredients used through a series of mini-games by selecting aromas and flavours creating multiple combinations.
Marz Community Brewing, a Chicago craft brewery, developed a range of four IPA beers around an innovative musical concept. In partnership with M1 Interactive agency, the brewery designed a dedicated application for their new range allowing interested parties to create their own music. Once the SamplAR app is downloaded, simply position your mobile against one of the four cans. Each features a different design and colour with a minimalist graphic style reminiscent of vintage analogue synthesisers. Each can offers three interactive panels playing different samples, and it's possible to mix four different tracks on the application. Thus, one can have fun producing whilst enjoying the beer, with various musical styles available: Techno, Breakbeat, Chillwave, Downtempo, EDM, Tribal, House or even Metal.
Here's another Treasury Wine Estate inspiration with this wine range titled '19 Crimes', released in late 2017. On these connected bottle labels, we can see different characters come alive and speak to us on our smartphone screen. Here, Treasury Wine echoes its own Australian culture by featuring British prisoners sent to Australia in the 18th century. As a reminder, British colonisation of the continent (specifically New South Wales) began with the establishment of a penal colony. Each character corresponds to a prisoner convicted of one of the 19 crimes of the era, such as clandestine marriage or stealing a burial shroud...
Thanks to augmented reality, images are gradually replacing QR codes, making wine, beer and spirits labels more aesthetic, qualitative and immersive. Whilst we're still in the early stages, the effect remains surprising for many consumers who willingly engage with new digital experiences through packaging design.
In 2017, the music identification application Shazam expanded its services to offer brands the ability to identify and scan visuals called 'AR markers'. Today, Apple officially owns Shazam, purchased for £290 million. Consequently, they no longer support new advertising campaigns including augmented reality. This is why Zappar is gradually turning towards new technological innovations in augmented reality content publishing, particularly focusing on what we call WebAR. With over 3.5 billion connected devices capable of accessing modern Web, this technology has a bright future ahead.
In September 2022, SuperPotion™ produced a podcast dedicated to Web3 in the beverage universe. As augmented reality isn't the only innovative technology, Ludovic Mornand and Frédéric Lefret explore together what the future holds in terms oftechnological innovation applied to the beer, wine and spirits sector.