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19 Crimes: Success in the Wine Industry and Brand Storytelling with Augmented Reality


In this discussion, TACTIC and Treasury Wine Estates speak about the groundbreaking evolution of 19 Crimes and the Living Wine Labels Application that continues to dominate the wine and advertising world with augmented reality innovation. From over six million app downloads and over 400 million impressions since mid-2018 to the launch of celebrity Snoop Dogg’s wine and its accompanying AR experiences - the 19 Crimes wine continues to be one of the main innovators in branded AR content - with evergreen content launching both within the Living Wines Labels app and on the web, with the new web-based content showcasing additional experiences with no need to download a native app. Within the dozens of branded experiences within the Living Wine Labels collection, holograms come alive around wine bottles, with a variety of immersive and interactive AR experiences that have over 35 million sessions worldwide - helping make 19 Crimes wine of the year and an AR cult classic.


Founder + Executive Creative Director , TACTIC

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