LCBO Food & Drink Spring 2019

ADVERTISING FEATURE

EVERY WINE TELLS A STORY 19 Crimes labels come alive on your phone, with harrowing tales of hardship and escape in 19th-century Australia Have you ever wondered what — or who — inspired that arresting label on your favourite new wine bottle? Increasingly, winemakers are using innovative technologies to bring the stories that inspired their products to life. At the forefront of this trend is 19 Crimes, with its premium Australian wines. Now the sepia-toned portraits on the labels recount their own dramatic tales, thanks to the Living Wine Labels app, which uses augmented reality (AR) to animate the true stories of notorious 19th-century English rogues, sentenced to hard time in Australia for committing one of 19 offences. “It’s a great example of how we’re thinking differently about connecting with our consumer to tell the stories behind our wines,” says Living Wine Labels expert Ming Alterman. The app also works its AR magic with the following wines, all available at the LCBO: Wolf Blass Yellow Label, Beringer Brothers, Matua, Gentlemen’s Collection, Chateau St. Jean, and select Lindeman’s products. Just download the app and scan the bottle to learn about Jane Castings, a maid and mother of four banished to the colonies for stealing cheese and bacon; or Michael Harrington, a convict who orchestrated a daring rowboat escape from Australia during an 1876 typhoon.

The only thing better than a great bottle of wine is a great story to go with it.

“The Living Wine Labels app is a fun, engaging way to learn the story of a wine by simply using your phone, and we’re only just scratching the surface of how this technology will change the way we shop for wine.” — Vincent Filhol, LCBO Wines Buyer

2  FOOD & DRI NK HOLIDAY 2018