Kadabra Wines

Agency: YG Branding and Design Experts

Client: Estancia Mendoza Winery

Material: Fasson® Cuvée Martelé Blanco

Market: Argentina, Latin America

Estancia Mendoza, a renowned Argentine winery belonging to the department of Tupungato, and located at more than 1,000 meters above sea level, launched the first wine with augmented reality in the region—a novel and very useful tool for highly creative applications.

The launch of Kadabra revolutionized the world of wine thanks to its striking image and presentation strategy. Its introduction was accompanied with an Augmented Reality app with 3D animations, which invites consumers to interact with the label, obtaining different benefits and specific information on each product.

Estancia explains: “Although the focus of this launch was on innovative technologies, it was necessary to consider a creative visual that plays between the modern and the traditional. That is why the Fasson® Martele Blanc FSC® from Avery Dennison was used for this project, a paper with watermark, uncoated, alkaline casting and with high resistance to abrasion, ideal for providing the classic profile and delicacy so sought after in wines.

“With the chosen label, the design work was inspired by a playful and magical world where the saturation of colors and the handling of brightness on the pure white of the paper stand out. As a final result, three presentations of different colors were obtained, each corresponding to the wine blend and all compatible with the mobile app.”

Our NFC tags enable a richer connection between producer and consumer.

Hidden unobtrusively beneath the facestock and embedded with content readable by mobile app, the tag expands the wine’s story from the few lines found on most labels to a deeper, more satisfying dive for wine-lovers thirsty for details and used to getting them at a click.

Intuitivia Technologies, the developer of the idea and the software behind the NFC tags, offers consumers more information about the wine. For the winery the applications are seemingly endless, with detailed customer data seamlessly integrated within a CRM program for every label scanned.

Mihaela said the company tested the labels in the water and in the fridge since Sauvignon Blanc is served at 6 degrees Celsius. The solution endured all tests.

Guests at an introductory tasting embraced both the wine and the new technology enthusiastically. They also shared suggestions for information they’d like to see Jelna deliver via tag in the future, ensuring that this conversation is just getting started.