Issue link: http://winesandvines.uberflip.com/i/1007939
August 2018 WINES&VINES 61 PACKAGING The Living Labels app, specifically created for TWE AR labels, has been downloaded by more than 1.3 million users with more than 200,000 videos of the app experience shared across social media, and it is ranked No. 41 for top non-paid apps in the food and beverage industry. "Packaging has always been on the forefront of consumer choice, but with social media it's increased. The first point of contact with a wine can now be online," Schuemann said when asked about the importance of wine labels evolving to become more "social media friendly." But as Terry said, "The proof is in the pud- ding. People are buying again. AR has been successful packaging, but we're always making sure that the quality of the wine delivers. The real engagement with wine happens when it's drunk." TWE plans to roll out AR experiences for Sterling Vineyards and Matua, as well as part- ner with another popular TV series, which Terry wouldn't divulge. When asked about wine brands outside of TWE glomming onto the AR trend, she said, "We haven't seen any- thing yet, but we expect others to come." Engage with more than just graphics "I saw this technology three or four years ago," said Jason Grossman, president and CEO of Paragon Label in Petaluma, Calif. "My other company makes stickers, and someone pre- sented the idea of implementing augmented reality into my stickers." But, he said, he thought this new technology would be better suited for the wine market. In 2014, the programmer who approached Grossman quoted him $100,000 to create the app that would provide the AR wine labels. "Most of my clients are medium to small winer- ies who wouldn't be able to buy into that cost," he said. Two years later, in 2016, Grossman met his current app developer through a licensing agency. Together, the two developed a more affordable and, Grossman feels, a more well- rounded app called Out the Bottle. "When we created Out the Bottle, I thought, 'Let's make this a cost-effective, industrywide app,'" Grossman said. With his app, customers can experience the AR of any one of his clients without having to download an additional brand-specific app. "It's just one app and go," he said. Conversely, TWE's Living Label app is down- loaded with the original 19 Crimes experience already installed, but to experience AR for other labels, users must download separate mini-apps within the larger Living Labels app. Like TWE's, Grossman's current portfolio ranges from somewhat silly (such as a talking bear on the label of Haraszthy Family Cellars) to informative (meet the winemaker of Maz- zocco). What makes his app different is what for more information: Lafitte-USA.com • 800-343-2675 The quest begins in the cork forest and ends with the ELECTVS System — the final measure of quality assurance in ultra premium natural corks. T H E Q U E S T F O R P E R F E C T I O N From forest to table... The latest achievement from The Lafitte Group, ELEcTvs provides a scientific method of single cork analysis backed by our 100% guarantee. Paragon Label uses augmented reality labels to connect consumers with wineries.