Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand. Scanning the bottle with a smartphone or tablet loads ‘Gentleman’s Guide to Augmented Reality’.

Treasury Wine Estates launches AR app for Gentleman’s Collection wines


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.