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19 Crimes winemaker uses augmented reality labels to market to millennials

Winemaker 19 Crimes has launched the first ever augmented reality (AR) wine labels in an attempt to market to millennials.

Every 19 Crimes wine label tells the story of different 18th century convicts who became colonists and committed one of the 19 crimes punishable by transportation.

Consumers can use their smartphones to hover over the label to reveal the story of the convict on the label.

Nick McArdle, 19 Crimes ambassador, said in a statement: “19 Crimes has used technology to break down the barriers normally associated with wine, such as tradition, heritage, and region. We are challenging these conventions and cutting out the ‘wine talk’ that may be intimidating to some wine drinkers.

“Augmented reality is the future and it’s fun, interactive, and easy to share.”

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