Animated wine labels have been coming onto the scene with lots of momentum in the past two years. Also known as living wine labels, these labels allow consumers to use their smart devices to bring labels to life, via augmented reality interactions.
Here are some of the first labels that pushed this trend forward, as well as the most recent releases.
First Animated Wine Labels
The first wine brand to implement living wine labels was 19 Crimes. Each of its wine labels features a criminal, who will 'come to life' and tell a story when you point the 19 Crimes wine app at the label.
The Living Wine Labels app was then fully launched in 2018 by Treasury Wine Estates (TWE) to include other brands in addition to 19 Crimes, including Chateau St. Jean, Beringer Brothers and Gentleman's Collection. The app's website now says it includes EmBRAZEN, Lindeman's, Matua, and The Walking Dead as well.
The Walking Dead wine labels are of particular note, as they're meant to be paired with the popular AMC television show of the same name. The Last Wine Company is behind the Walking Dead wines, each of which has a label that will come to life when viewed with the app, featuring images of zombies and sheriffs, and characters on different bottles can even fight with each other when the bottles are side by side.
Business Wire reported that the 19 Crimes label app was downloaded more than 500,000 times on its own by early 2018. After the Living Wine Labels app was released by TWE, it saw 1.3 million downloads by summer 2018.
New Living Label For the Oscars
Just in time for the 2019 Academy Awards that took place this month, Francis Ford Coppola Winery, which has had wines on the market for many years, introduced two custom wines for the 2019 Oscars and Governors Ball. The two wines, which are a cabernet sauvignon and a chardonnay, feature a zoetrope pre-animation moving label. Francis Ford Coppola Winery has been the official wine sponsor of the Oscars for three years now, according to the Observer.
As consumers become more overwhelmed by all the wine brands out there to choose from, these creative labels are likely to continue setting their brands apart from the crowd, driving more sales and interest.