How Millennials and augmented reality are changing wine sales:
talking wine label reminds me of Harry Potter - in particular those paintings and pictures that come to life and speak. Haggard portraits on the bottles represent Irish men and women accused of minor crimes and sentenced to deportation to Australia. Viewing the labels through theI find it kinda creepy. But I’m Gen X. For Millennials, who cut their teeth on J.K. Rowling’s series, know which house they belong to and take playing Quiddich seriously, it’s probably not that surprising.
The 19 Crimes event at the Liberty Hotel took over the massive atrium -- which must have been a shock to guests who were just stopping in for a drink.Carl Raeckers, who oversees wine buying for Publix supermarkets in Florida, says these days a wine may as well not exist if it doesn’t have some sort of an online presence.
Doug Altmeyer, Global Brand Director for 19 Crimes, Treasury Wine Estates, might just agree. “Before we launched augmented reality, 19 Crimes was a brand with a growing cult following,” he says. “Consumers were collecting corks and showing the wine to their friends – we had great word-of-mouth. When we launched our Living Wine Labels app, it really blew that word-of-mouth out.
I find this all fascinating – it would never occur to me to scan a wine label before – or after– I bought it. So I asked Raeckers–a millennial and chain account manager - Publix for Breakthru Beverage of Florida– to help me understand.
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