Otago winery Providore, which launched in October in the Gibbston Valley, has launched an app which uses augmented reality to tell the story of the company.
Providore CEO Craig Coote said that development of the app was spurred on by the increasing interest consumers are taking in where their food comes from.
“AR provides a way of communicating what we're doing and our story in a real-time situation,” Coote said. "Using the AR as a medium to communicate and share, I think, quite a special part of New Zealand was key for us, and telling the central Otago story as much as the wine story is really what our intent is. We've got great wine, the technology is a way of trying to share the story and engage people to try the wines.”
Within the app, users can take a look at the vineyard throughout the seasons and watch an animated version of winemaker Pete Bartle explain the production process.
“We don't see this as a one-off launch gimmick, we've got a long-term plan and we'll continue developing new content and interactions with the app and the AR. We can use it to immerse our clients into our world,” he said. “Our plan is to talk to consumers about wine, our story and the region just by tapping on different parts of the label.”
