In supermarkets which are the most-used channel, consumers’s only point of reference is the bottle label.
Thanks to ARwinelabels, the label is automatically enhanced by the digital contents that are needed to inform and convince the consumer: the cépage, the way the wine was produced, photos, texts, videos, 3D animations on wine estates, châteaux, wine cooperatives, wine-growing regions and their UNESCO classification, AOPs and IGPs (protected designations of origin or protected geographical indications), food and wine pairing, the typology of the vintage wine that suits the meal or the occasion… anything that can inform and reassure prospective buyers is immediately available by simply scanning the connected label.
Consumers favor supermarkets
A 2018 survey by research company Wine Intelligence asked 1,000 New Zealand wine drinkers to indicate where they had bought wine in the past six months. Over 90% indicated that they had bought wine in a supermarket. Traditional liquor stores were the next highest ranged channel with 34%.
Reach consumers in their own languages thanks to your original label
Thanks to ARwinelabels,
your bottles naturally communicate with clients all over the world: identifying
the client’s store and country of origin, the AR app will provide enhanced information
directly in his own language, even if he is abroad. For example, a German consumer
who is hesitant to buy French wine while he is in Rome, will receive the label content in German.
Languages available so far: French, Italian, English, Spanish, German, Polish, Russian… and Chinese soon! A segmentation based on each country’s consumer habits becomes possible… a borderless world is yours thanks to your connected labels!
Exports are growth drivers
The value of worldwide wine exports has improved by 100 % within 16 years, going from 13.3 billion euros in 2000 to 29 billion euros in 2016.
Z-generation customers rely on comments posted on forums and social network in order to pick the right item.
ARwinelabels win followers and generate engagement. With an AR-enhanced label, you will directly provide rich and well-argued contents on the client’s smartphone, you will be one of the first to anticipate and answer questions in order to build up a close, trust-based relationship. Initiating a dialog that can be pedagogical, enlightening, informative or play-based (quizzes, games, animations…), you take the consumer by the hand and make him discover your domain, your world, your wines and spirits.
Generation Z – The new ‘moderators’
Nonetheless, one shouldn’t lose all hope in the ‘Instagram generation’, who demonstrate an even more acute desire to be able to exhibit their individualism on social platforms than their predecessors. The increasing importance of provenance and packaging is already a well-pronounced trend, but could gain even more traction with a generation more willing to spend money on a brand that helps ‘deﬁne’ them. Similarly, the e-commerce channel stands to beneﬁt from these ‘tech savvy’ moderators. Online wine sales are growing comfortably, but the channel is associated with older, less techaware connoisseurs. There is potential to attract a younger demographic by oﬀering them an array of brands, styles and products not otherwise accessible in the oﬀ-trade.
When the amateur discovers a good bottle at a friend’s place or in a restaurant, he is eager to know more about it and order one if possible… with a connected label, it is possible right away!
At the core of ARwinelabels DNA: Clients’ satisfaction. AR-enhanced labels build up and reinforces loyalty to your brand. They also allow the amateur who is tasting a new wine to satisfy his curiosity in one single scan and have direct access to your retail site or those of your distribution network: wine stores, wine exporters, etc. Your interactive label can consequently check the availability of the vintage wine and instantaneously order it without any difficulty. Such a facilitated and instantaneous purchase will allow you to save time and energy to produce the sweetest nectar and generate even more enthusiasm for your products and brand image, your label is a sales booster!
Food matching is becoming increasingly popular as consumers make wine part of culinary experiences
Wine used to be seen as separate from food, but has now become an integral part of the culinary experience and, as with food, consumers are becoming more interested in the provenance and authenticity of wine.
What is new with AR-enhanced labels is that they immediately generate leads and engagement. The prospect or the client is encouraged to digitally contact you as soon as he scans your product label, interaction is direct and instantaneous!
ARwinelabels, helps you build up a valuable and direct relationship with the public. Whether through games, questionnaires, events to be shared, invitations to wine tastings… initiating and developing exchanges with customers becomes a necessity. The digital world is rid of geograpical, linguistic and time barriers and irresistibly connects the wine grower or brand to consumers. Thus, a connected label becomes a simple and natural means to collect new consumer habits and enrich your database!
Wines and spirits seduce the younger generations
"Some 15,000 new consumers arrive in the market everyday."
Nutritional, environmental, or social information, sanitary messages on wine and spirits are becoming more constraining… how to remain law-abiding without making your labels unpalatable?
ARwinelabels carefully monitors the evolution of regulations and
legal notices that must appear on your label. With the development of Augmented
Reality, professionals would like to dematerialize part of those messages in
an enriched digital content which is specific to each country, though coming from one single label.
On that matter, whatever decision is made by the authorities, connected labels can prove very helpful: you can either keep the label as the medium for legal information and use the enriched content to enhance your brand image through visuals, videos, logos, etc. ; or dematerialise legal notices in order to make enough room for an elaborate label design.
Dematerialise warnings on wine labels
"We have been asked if we are prepared to add legal notices to this logo (that of a pregnant woman). We have said no. We want to dematerialize warnings. We have pointed out that we export a lot and that it is high time we stopped stigmatising."