Just in time for the Women & # 39; s Equality Day on August 26, Treasury Wine Estates is launching a series of augmented reality wines that pay tribute to historically famous women.
When scanning with the Living Wine Label app for iOS or Android, the emBRAZEN wine labels are animated in the app's camera view. There are three wines to choose from: the artist Celia Cruz at Chardonnay, the journalist Nellie Bly at the Cabernet Sauvignon and the entertainer Josephine Baker at the Red Blend.
"Women go their own way and take control of their future by bravely igniting progress and change the world, "said Patricia Montagno, Vice President of Marketing for Treasury Wine Estates, in a statement. "EmBRAZEN recognizes local unknown heroes who deserve support to achieve their goals."
In addition, the company launches the program Take Up The Torch on August 26th. Customers are encouraged to nominate women who make changes in their communities. The winner, who will be announced on International Women's Day on March 8, 2019, will receive a grant of $ 25,000 for her chosen cause.
Treasury Wine Estates has conquered a niche in the wine world with a collection of wines with embedded augmented reality experiences to engage consumers. These include Walking Dead Wine, based on the fandom of the eponymous franchise, and 19 Crimes Wine, which tells the story of notorious criminals shipped to Australia in the 18th and 19th centuries.
In April, the company reported more than 1.3 million downloads of the Living Wine Label app worldwide and more than 200,000 videos from the app shared through social media. And the app is among the top 50 food and beverage apps by App Annie.