The Storytelling Pioneers of Wine

We’re celebrating the pioneers. In 2021 a collection of wine brands from around the world, are banding together to tell their individual stories, directly from their labels, pioneering a new way to experience wine.

Celebrating the Pioneers

Telling the story behind every wine

We’re celebrating the pioneers, the first to tell their own unique stories, straight from their labels.

Offering a new way to experience wine – an authentic look at the people, places, and process that sit behind the label of every wine they produce.

An Authentic Look Behind the Label

A new experience for wine lovers to discover

A new experience for a new generation of wine lovers, ready to scan their favourite wine label, and see the story behind the wine brought to life with stunning augmented reality.

Experience Winerytale

Download the free app & try it for yourself.

A New Wine Experience

Celebrating the Storytellers

Pioneering brands from across the globe

We’re celebrating pioneering brands from many nations. From big brands you already know, through to boutique labels you’ll be glad you discovered – with each one offering a memorable moment from their labels.

On January 1, 2021, the pioneering brands are announced, putting their stories in the spotlight for you to discover and celebrate too.

For media enquiries please visit the media centre



New Zealand


United Kingdom

South Africa