Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand.

Following the success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience, has now been equipped with the same innovative AR technology.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of the Lindeman’s winery.

And with a nod to this new innovation and the success of the 19 Crimes AR experience, TWE has now launched a new app which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being used by over 150,000 people.

The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.

From a consumer perspective, the brand will use lifestyle influencers in the UK to leverage its reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.

Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends. From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.”

The ‘Living Wine Labels’ app is globally available and will host the relevant brands in specific markets. In Europe, the focus will be 19 Crimes and Gentleman’s Collection.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Treasury Wine Estates (TWE) has unveiled the latest product in its Male Millennial wine range, “The Banished”, and added an Augmented Reality app for its 19 Crimes range as it looks to drive popularity with males aged 18 to 34.

“The Banished” is a dark red blend, produced using extra tannin extract, which TWE says leaves a taste with enhanced darker fruits and dark chocolate notes on the finish. It is the latest addition to TWE’s 19 Crimes portfolio – the 19 crimes referring to the various offences which could lead to people being transported for life to Australia during Victorian times.

Each of the wines in the range features a different real Victorian who suffered transportation for life on its label. “The Banished” features James Wilson, a convict who was found guilty of treason in the 19th Century for involvement with the Irish Fenian movement and sent to Australia, although he later escaped to America.

With the launch of “The Banished”, TWE is now making a big push in the run up to Hallowe’en. 19 Crimes will be supported in retail over the coming weeks with a neck collar promotion which features a new 19 Crimes app, which uses Augmented Reality (AR) technology. The app brings to life two of 19 Crimes’ criminals-turned-colonists. Hovering a mobile hand-held device (e.g. mobile phone or tablet) over the bottles will bring the character on the label to life, sharing their stories of rule-breaking that sent them across the ocean to Australia.

TWE says Male Millennial wines are one of the growing success stories in the wine sector. Kantar recently outlined a significant gap in wine consumption amongst men aged between 18-34, with their insights showing that only 34.4% of Male Millennials drank wine purchased in the off-trade each month, the lowest of any demographic group.

In the 12 months leading up to July 15^th this year, the Male Millennial segment has shown 95% value growth, and TWE claims that 19 Crimes is performing extremely well.

Since its launch in the UK in 2015, the brand has grown significantly with latest figures showing the brand enjoying a 86% year on year value growth in total off-trade in the 12 months up to July 15^th, while in grocery it has a rate of sale over four time higher that of its nearest competitor. At the same time, it has added significant value to the overall wine category, with an average price of over £7 a bottle.

Tom King, Managing Director, TWE Europe, says: “This is a very exciting time for the 19 Crimes brand. The latest market insights show that there is strong demand for our wines amongst this very important market segment. So it is a perfect time to launch “The Banished” in the UK, a wine that perfectly targets our core consumers.”

King adds: “We are also hugely excited by the launch of our Augmented Reality app across the whole 19 Crimes range. Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation brings the 19 Crimes story to life. There is nothing else like it out there in the market and you really have to try it to see how good it is. It speaks directly to our target consumer and is yet another string to the bow of this fantastic brand.”

19 Crimes is currently the wine sponsor of the London Craft Beer Festival – a series of three consumer Craft Beer events that are taking place across the UK this summer – namely in Edinburgh, London and Bristol. At each event, the brand has an active presence with both the Red Blend and “The Banished” served at the “Barrel and Wheel”, a bespoke wine bar, which matches the wines with a selection of cheeses.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

The post TWE targets Male Millennials with “The Banished” red wine and AR app appeared first on IPM Bitesize.