From Augmented Reality to Real Life: South America’s Top Wine Brands Launch Augmented Reality Experiences and Groundbreaking Drizly In-App Partnership
Casillero del Diablo, Trivento and Frontera offer integrated access to the Drizly beverage delivery service in addition to mobile augmented reality experiences
MENDOCINO COUNTY, California, August 20, 2019 – For the first time in the wine industry, leading South American brands Casillero del Diablo, Trivento and Frontera today announce the launch of an innovative mobile partnership with the Drizly beverage delivery app. After a quick scan of any Casillero del Diablo Reserva, Trivento Reserve or Frontera 750ml bottle of wine, users are transported to immersive augmented reality experiences powered by DrinkAR. And now, for the first time ever, Drizly has been seamlessly integrated into every brand’s AR platform, giving users the ability to click to buy a featured wine and have it delivered to their door in as little as 60 minutes.1
âWe are delighted to partner with these innovative wine brands to integrate Drizly into their cutting edge consumer technology,â said Liz Paquette, Brand Director at Drizly. “Each brand’s augmented reality experience culminates with the next-level convenience of home delivery, allowing fans to serve a glass of Casillero, Trivento or Frontera wine on demand.”
Breaking New Ground: delivering on the immersive world of augmented reality
Before the Drizly in-app purchase prompt appears, this trio of South American brands, imported by Fetzer Vineyards, come to life with engaging augmented reality experiences. Consumers are encouraged to download the DrinkAR app and activate the following AR experiences by pointing their smartphones at wine labels:
Casillero del Diablo: The Reserva line of Casillero del Diablo has turned to the AR to give life to its centuries-old legend of the Cave of the Devil. Visitors take a 360 Â° tour of the Casillero wine cellar, exploring caves lit by fire while the brand’s namesake legend, the devil, who is said to have kept the cellar for over 140 years, plays in the background . Twice named the second most powerful wine brand in the world,2 Casillero is best known as a leader in premium imported cabernet sauvignon.3
Trivento: The premium Argentinian brand Trivento, the official wine of Major League Soccer, offers the first interactive augmented reality game in the wine industry, first marrying football and wine in a first gamification. After scanning the label of a bottle of Trivento Reserve, users are invited to express their fandom on the virtual field, shoot penalties and climb a continually updated leaderboard to the sound of a cheering crowd.
Frontera: The # 1 popular import in South America and in the Top 10 popular imports overall,4 Frontera has mastered the art of creating delicious wine-based cocktails. The Chilean brand’s AR Experience, now available by scanning 750ml bottles, offers an engaging, step-by-step guide to mixing cocktails in batches that include Frontera wine, classic spirits, fresh fruit and herbs. Creative cocktail recipes like Spiced Sangria; the ever popular summer sipper, FrosÃ©; and Paloma Blanca come to life on a soundtrack of selected rhythms that set the tone for a festive evening with friends.
Accessibility and engagement: developing brand loyalists
In today’s market, smartphone sales represent over 70% of total online purchases.5 As the largest online alcohol platform, with a blistering 90% year-over-year growth,6 Drizly offers wine brands an attractive proposition in the AR environment.
âOur one-of-a-kind partnership with Drizly underscores our commitment to creating meaningful connections with consumers, wherever they are,â said Rodrigo Maturana, vice president of marketing for Fetzer Vineyards. âBy integrating Drizly into the AR experiences for these three powerful brands, we are leveraging consumer engagement with the convenience of home delivery, making our import brands more accessible than ever. “
DrinkAR is available for download from Apple Store and Google Play, or from DrinkAR.co.
About Fetzer Vineyards
Celebrating over 50 years of renowned viticulture, Fetzer Vineyards was founded in 1968 in Mendocino County, California. Award-winning supplier of wines and spirits of multiple origins and available in over 50 countries around the world, Fetzer Vineyards is a leader in sustainable business practices, organic viticulture and winery craftsmanship.
In addition to the robust offerings under the flagship Fetzer winery label, the winery also makes the main wine from organic grapes, Bonterra Organic Vineyards, named American Winery of the Year by Wine Enthusiast magazine in 2016. Other Californian offerings include Adorada, Anthony’s Hill, Beckon, Relay, Sanctuary Wines and 1000 Stories, the original barrel-aged Bourbon wine. Part of the global ViÃ±a Concha y Toro winery, Fetzer Vineyards imports iconic South American selections such as Chile’s most acclaimed wine, Don Melchor, and labels Cono Sur, ViÃ±a Maipo, Marques de Casa Concha, Casillero del Diablo and Frontera from Chile, in addition to the Argentine reserve of Trivento. Recently, Fetzer Vineyards entered the ultra-luxury wine and spirits category by forging a partnership with Kentucky Peerless Distilling Co. to sell their historic craft rye whiskey and bourbon.
Drizly is North America’s largest liquor market and the best way to buy beer, wine, and spirits. With the speed and convenience of on-demand delivery in under 60 minutes, customers can easily browse and order their favorites through the Drizly website or mobile app. By partnering with the best retail stores in over 100 markets across North America, Drizly provides consumers with a rich e-commerce experience that delivers unmatched selection, competitive pricing, and personalized content for users of legal age to consume. the alcohol. Drizly operates across the United States and Canada, from Austin to Boston, Calgary to Tampa, New York to Denver (and beyond). Backed by world-class institutional investors, the company has raised more than $ 67 million to date. drizly.com
1 The schedule may vary and subject to availability in different markets.
2 Source: Global Wine Brand Power Index, 2018 and 2019.
3 Source: IRI / TTL US / 750ML / $ Sales, Vol Sales, Distribution / L52 Wks W / E 3.17.19, # 2 Premium imported Cabernet Sauvignon.
4 Source: IRI / TTL US / TABLE / L52 weeks W / E 23/06/19.
5 Source: Kressman, J. (2017). Mobile shopping continues to increase in the United States. Online retailing.
6 Source: Drizly internal data.