Augmented reality & auto-translation to drive Australian wine

An innovative concept enabling consumers to “virtually” discover the story behind the wine they’re drinking is aiming to rollout to every Australian wine in 2021.

The vision, if successful, will be a boon for consumers. Anyone with the Winerytale app will use their smartphone to scan almost any Australian wine to see the story of the wine and the winery come to life with stunning augmented reality.

“It’s an amazing experience, hovering right in front of the label. Consumers just love it.”

“We’re eager to bring the technology to Australian wine en masse, so that consumers across the globe can scan any Aussie wine to discover the unique story.”

The China Fightback

The rollout, originally planned for  2020, is timely for Australian wine which is bracing for a second trade strike from China which launched an anti-dumping investigation that puts $1.2 billion worth of exports at risk.

Chaffey believes that Winerytale can help the fightback, particularly given China’s rapid uptake of augmented reality.


“We’re currently building translation functionality, to present the augmented reality story to a consumer in their native tongue – it’s based on their phone settings.”

Early translation prototypes have been promising.”

“We look forward to presenting the story of every Australian wine, translated for a billion Chinese wine lovers.

“The opportunity is tremendous”, exclaims Chaffey, “We’re hearing that consumers are eagerly buying up wines with augmented reality experiences.”

“We look forward to presenting the story of every Australian wine, translated for a billion Chinese wine lovers.

About Winerytale

Winerytale is a groundbreaking concept, using augmented reality, to create a virtual experience from every wine label. The company was founded by Matt Hallberg, Luke Chaffey, and Dave Chaffey – three recognized specialists in their respective fields of augmented reality, software development, and digital marketing strategy.


Media liaison: Dave Chaffey, Founding Partner. Media enquiries are welcome and can be made via the media centre, where there is also a range of useful information:

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Winerytale | Augmented Reality Wine