Page 17 - QMSConnectionsMagazine-2020-21-digital

Becoming a business entrepreneur can be relatively simple. Yet, being an
entrepreneur who consistently innovates and drives to evolve by pushing
creative limits is when most are viewed as truly successful.

When Jennifer Turton-Mulgat opportunity to expand
(‘87) started The View Winery our market to appeal to
on her family’s Okanagan estate them. We were inspired
in 2006, she quickly realized by 19 Crimes Winery (in
that the region was filled with California) and realized
fantastic wineries. How would that no one in Canada
she set her business apart from was mimicking their
the rest of her peers and capture living labels platform,
a portion of an increasingly so we wanted to be the
lucrative market? Jennifer first. Being first means
shares that since the beginning, so much exposure!
she has tirelessly worked to We always like to have
promote The View Winery in a little fun. We take our
new ways to keep her clients wine seriously, but not
buying their products. In 2020, ourselves. The labels
The View Winery became the are a little cheesy, each
first winery in Canada to market has its own pick-up
their wine with an augmented line which is gender
reality label. This fun, light- neutral, and they (the
hearted technology integration couple on the label) talk
to traditional bottle labeling about the wine which
has captured the imagination of is a useful tool for the
consumers providing them with consumer. They tell you
a giggle while searching for about the aromatics and if the the reds versus the whites and
their next favourite flavour. wine is a limited release. The rosés, so we wanted to appeal
technology had to be a tool for to those consumers too. We
Q: How did the augmented the consumer and we needed it developed a label that was
wine label come about? to be authentically useful. If the more neutral to appeal to them
label has a story, it has added by dialing down the femininity
The wine industry is very value and resonates with the a little. Our reds feature a berry
competitive. There are a lot of consumer. grape cluster and fibonacci
good wines out there, so you Once the consumer completes spiral. This spiral is related to
their augmented reality a mathematical formula we
experience, the app see in nature, such as tree
zips them through to branches growing to maximize
the website to provide photosynthesis, grapevines, etc.
ordering options and wine
club options. The app is Q: Do you have plans
only for iPhones at this to expand using this
time, sorry android users! technology?
There are 10 labels in total
throughout our white and We were thinking of using it in
rosé collection which our vineyard tour signage. Yet
highlight our iconic red one of the concerns I had was
have to do something to set stiletto imagery. We don’t have people seeing our use of this
yourself apart from the crowd. our red wines labeled the same technology as a gimmick and it
We recognized that the people as they are more gender neutral negatively impacting the value
coming through our wine because the red shoe doesn’t of our wines.
shops were young millennials, fly with all wine sellers. Typically, We had one critic accuse us of
so we felt it would be a good male consumers are picking-up this saying, “If this wine’s good,

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