Researchers in Greece have explored the use of Augmented Reality (AR) technologies in the marketing of wine, specifically focusing on the creation of innovative consumer-oriented experiences through augmented ‘live’ wine labels. AR apps allow users to interact with wine labels in a novel way. The research (PDF) aims to assess the impact of AR smartphone applications embedded in wine labels on consumer experience, satisfaction, re-usage intentions, attitude and purchase intentions towards the wine product.
There’s a growing importance of AR and VR technologies in various fields, including marketing and advertising. In the food and drink industry, AR can be used to combine or enhance real-world experiences with digital objects or information. Specifically, wineries are leveraging AR to provide customers with rich digital content like videos, animations, and interactive elements, thereby enriching their experience.
In the study, an AR wine label application was developed, providing multimedia content such as videos of the winery’s production processes, interactive videos, narratives about wine products and information about the wine in various formats. The user can interact with this content through the application.
The effectiveness of the application is evaluated through a survey conducted at a professional exhibition in Thessaloniki, Greece. The results show that the AR experience was highly educational and entertaining for users. The AR experience increased respondents’ satisfaction, leading to positive attitudes and purchase intentions towards the wine.
