TWE Steps Up to Lead Tech Innovation in Wine Industry

It has long been the goal of Treasury Wine Estates chief Mike Clarke to turn the agricultural-based wine company he inherited into a brand-led business. TWE has pursued some of the typical POS strategies (see: neckers, shelf-talkers etc.) along that path, but more recently it has stumbled onto a potential game changer with the introduction of augmented reality wine labels.It started with a 19 Crimes campaign that included an augmented reality smartphone app. Once downloaded, the phone user opens the