As you sip on your favourite suds or devour a delicious wine, don’t be surprised if the bottle comes to life – those moving elements are a sign of augmented reality. As craft breweries and local wineries continue to pop up, the market is becoming saturated. Brands are looking for a new way to #OwnTheShelf, and incorporating technology into their labels is definitely one way to enhance visibility.

When crowded on the shelf among your competitors, it can be difficult to make your bottle stand out. Customers can’t sample the wine or beer like they can at a restaurant, so your brand’s packaging has to do the selling itself. With the help of a mobile app like Blippar, Layar or Living Wine Labels, you can bring your label to life and truly stand out.

Here are four brands that are using labels with augmented reality to appeal to buyers’ senses in a new and innovative way.

19 Crimes

The men on 19 Crimes’ wine labels are not fictional. As former criminals and scholars, in history they share a bond for having received “punishment by transportation.” It could have shattered their spirits. It didn’t. Today, the winemakers toast these men and the principles they lived by. “As pioneers in a frontier penal colony, they forged a new country and new lives, brick by brick. This wine celebrates the rules they broke and the culture they built.”

Using the Living Wine Labels app, consumers use their smartphones to scan an augmented reality-enabled label to bring each of them to life. Then, they watch as the story behind every bottle unfolds.


The Walking Dead

The Walking Dead Wine, by The Last Wine Company offers two wine varieties: a blood red blend and cabernet sauvignon, which also give consumers the opportunity to bring their bottle to life. Using the Living Wine Labels app, fans of The Walking Dead series can embrace their beverages with renewed excitement.

According to Seth Hynes, who is leading the introduction of the wines for The Last Wine Company, a partnership between Skybound Entertainment and Treasury Wine Estates, “Finding new and meaningful ways to connect with consumers is something we care very much about and we think The Walking Dead wine and Living Wine Labels App are a perfect pairing.”

The Blood Red Blend features an image of Sheriff Rick Grimes staring down the Undead and the Cabernet Sauvignon features a horde of Walkers.


Notaviva Vineyards

Notaviva Vineyards is the first Virginia winery to date that is using augmented reality on its wine labels. While this technology has been growing for years, Notaviva says “it reached mainstream awareness with the advent of the Pokemon Go app.”

Their bottles feature a dynamic, interactive layer on top of the image for the user’s exploration using their smartphone’s Layar app. This enables their bottles to include a musical selection appropriate for each wine; a video about their winery; and links to their website, memoir and social media sites.

According to CEO and wine composer, Stephen Mackey, “By leveraging AR technologies, our goal is to give the customer additional sensory input—through music and visuals—into what their wine consumption experience might be like while they are considering purchasing a sealed bottle of wine.”

Collective Arts Brewing

Collective Arts Brewing is a local craft brewery that fuses craft beer with the talent of emerging artists, musicians and filmmakers. Matt Johnston and Bob Russell founded Collective Arts Brewing on two beliefs: The first that creativity fosters creativity. And the second, that creativity yields delicious pints.

Their labels feature limited-edition works of art by artists and musicians that change every few months. Through augmented reality technology and their partner, Blippar, all of Collective Arts’ labels come to life through the free smartphone app. Consumers simply scan the label to hear the featured artist’s music, see their videos and view artist bios.


For many brands, using augmented reality for their wine or beer wine labels is the first step in building the technology into a complete brand experience. Soon, we may see breweries and vineyards incorporating the innovation in their tasting rooms, festivals and events. Not only does augmented reality bring their labels to life, it can also capture data about purchasing and brand interactions. This information can assist brands in building data sets that can assist in making future production decisions.

If you’re interested in owning the shelf in this new and innovative way, contact our team at Lorpon Labels. We specialize in innovative packaging that will elevate your brand and sell more of your product. We have thousands of label and single-serve packaging options at your disposal – and, together, our team will help you choose the one that gets real results for your brand.


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