Augmented Reality on every Australian wine

AR App to drive innovation across wine industry

January 22, 2020. Geelong, Australia.

Every Australian wine will have the benefit of augmented reality at their fingertips as a ground-breaking new App prepares to launch world-wide.

Content for more than 2000 Australian wineries will be displayed on the Winerytale App in stunning augmented reality for free by April this year in a massive boon for the local industry.

From April 2020, consumers with the Winerytale app will be able to point it at almost any Australian wine label in a bottleshop and have the story of the wine and the winery come to life in images, words and videos. 

Winerytale Managing Director Dave Chaffey said it was a move designed to level the playing field for small and medium-sized wineries, for whom the technology and marketing magic of augmented reality has been too expensive and complicated to access until now.

Bold Move to Benefit Smaller Australian Wineries

Chaffey said the company was opening up the market – and the increased sales potential – to all Australian wineries using groundbreaking technology. 

“In the past few years a handful of wine producers have created augmented reality apps for their specific brand,” Chaffey said. 

“Winerytale is blowing the augmented reality door open to any winery for free.

“Making technology accessible is our aim. Up until now smaller wineries have been priced out of the technology and the profits. This levels the playing field and in fact means wineries have a fair chance of increasing their sales against the big players.”

A Potential Bonanza for Australian Wine Exports 

Chaffey said Winerytale is currently taking existing available content for each winery and turning it into an impressive augmented reality display. Wineries haven’t had to do anything different, though they may wish to opt out, or add additional content in the future.

The technology behind the App is designed to work on any wine label, using artificial intelligence to scan and recognise labels and augmented reality to showcase the wine’s backstory by beaming it from an imaginary space inside the bottle.

Field testing of the Winerytale App attracted world-wide interest and more than 500 leading wine producers are already on board from across Australia and New Zealand as well as wine regions in Canada, France and North America. 

Chaffey said the augmented reality app offer would shortly be extended to wineries in the rest of the english-speaking world.

“We’re really excited by the endless possibilities of augmented reality for the wine industry,” he said. 

“Both wine and augmented reality are growth industries and demand will continue to soar in such competitive sectors. 

“This is a world-class opportunity to be part of the push into a future that successfully makes the most of both.” 

For more information including demonstration videos and images a please visit

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About the Winerytale team

Winerytale is led by Matt Hallberg, Luke Chaffey, and Dave Chaffey – recognised specialists in their respective fields of augmented reality, software development, and digital marketing strategy. 

Media inquiries: Dave Chaffey, Winerytale Founder on | Ph: +61 1300 633 390