Page 59 - Packaging News Magazine Sep-Oct 2019

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FOOD & BEVERAGE PACKAGING
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invited people to come and enjoy some Brain Training. Well, this year we have adopted the slogan of another great Dutch city, Eindhoven, to describe the AIPIA Congress this year. Think of us as a Brain Port! Just plug in to come and learn all you need to know about active and intelligent packaging,”
says Groeneveld.
To register for this event, visit: https://events.bizzabo.com/ AIPIA2019/home
AR and NFC
tion with digital agency Talkin’ Things, introduced to Taylors by one of its label printers Multi-Color Corporation (MCC).
The Taylors Wines app al- lows wine drinkers to unlock the AR experience using the scan feature with any bottle of Taylors Wines. On scanning and recognising the bottle, the app automatically initiates the animated AR feature of Taylors history.
“This is an exciting new step into how devoted wine drinkers can engage with Taylors Wines,” third-generation managing direc- tor and winemaker Mitchell Tay- lor says, noting that the mobile technology is a stand-out feature.
“While the redesign honours each of the ranges’ original de- signs, we’ve taken the update one step further into the future through the use of AR,” he said.
“The new application will give Taylors wine drinkers the oppor- tunity to learn more about our family, our winery and the wine they are enjoying. And we have some exciting plans to further develop the app experience in the future.”
Taylor also alluded to plans to take the AR experience to another level in future develop- ments, and Klein tells PKN that the next layer of AR activations could roll out as early as Octo- ber this year.
In addition to the label scan-
ning feature, purchasers of The Legacy 2014 (Taylors new super- premium Cabernet blend) will be able to access the ‘verify’ feature to ensure the wine is authentic and unopened. The feature uses a unique NFC chip installed on the screw cap to communicate with a smartphone.
According to Klein, a limited number (1080) of The Legacy 2014 wines have been bottled, with over 500 destined for export markets.
The wine retails for around $1000, making the security and authentication device an impor- tant brand protection measure. Klein says that the company is exploring NFC as an option across its portfolio. The NFC technology is sourced from an overseas supplier, but Taylors has chosen not to name the supplier for IP reasons.
“We’re very excited to be one of the few Australian wineries showcasing this new technolo- gy to enhance both the experi- ence and security of our wines, and we look forward to expand- ing how wine drinkers can engage with Taylors Wines further through this powerful application,” Taylor says.
The refreshed look across Taylors Estate, Jaraman and St Andrews ranges rolled out in July across Australia, with the Taylors Wines mobile app available on the Apple App Store and Google Play store. ■
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