Journey's End adds AR labels for Identity range

Journey’s End has launched a new range of six wines with Augmented Reality labels.

The Identity range has labels which show views over False Bay, each depicting different elements of the Stellenbosch vineyard, all of which come to life through Augmented Reality.

The 80 foot medieval trebuchet, which throws cars, wine barrels and other objects during events on the farm to raise money for the local community is the centrepiece of the label and swings into action through the technology.

The bees from the 40 beehives which help pollinate the vines’ flowers during flowering season, buzz busily across the label, as the national flower of South Africa, the Protea, waves in the breeze. They’re joined by the Egyptian Geese popping up while Eagle Owls and Blue Cranes soar over the solar powered winery.

Journey’s End has worked closely with Bibendum and Immersive to develop the new label and all the action is easily viewed using the Plonk app.

Rollo Gabb, Journey’s End managing director, said: “The Journey’s End brand is all about consumer engagement and fun. We wanted wine drinkers to be transported to our vineyards as they enjoy the wine so that they can really live the spirit of the brand.

“Everything on the label plays an important role in the day to day running of our vineyard as we produce our wines, and what better way to give wine lovers a taste of South Africa when they can’t physically be there!”

The Identity range is certified with the grapes sustainably farmed and wines ethically produced by Journey’s End who are Fairtrade certified.

The range comprises six wines – two whites (Chardonnay and Sauvignon Blanc), a Grenache based rosé and three reds (Shiraz, Cabernet Sauvignon and a Cabernet Sauvignon / Merlot / Cabernet Franc blend).  The launch will be supported by an integrated marketing, PR and social media plan.

The range is designed for retail, with an RRP of £9.  

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