Rabble Wine Company, producer of unconventional wines from California’s Central Coast, launched its augmented reality (AR) app, which brings to life the company’s historic wine labels. The AR label series kick offs with the Rabble Wine Company Red Blend, which animates a colorful print of the city of Florence, initially shown as quiet and bright prior to its dark destruction by Apocalyptic comets.
The sophistication of the app is remarkable and as high a standard of AR as anything out there created by top-tier developers. Bonfort’s Editor-in-Chief Natasha Swords took the time to try it out first hand, and found it incredibly easy to download and use, and over-delivered on content, much like Rabble’s wines.
The Rabble Wine Company Cabernet Sauvignon and Rosé will be the next labels to join the AR label series in the coming months. Through the app, label animations will show Mount Vesuvius erupting over Pompeii for the Cabernet Sauvignon and a siren mermaid luring in weary pirates with her beauty on the Rosé.
Neck hangers are in production and will be applied to future bottlings (i.e. Rabble Rosé in December). “We are also having neck tags produced that can be used for inventory for the Rabble red blend currently out on shelf,” says David Biggar, of Vintage Point, the sales and marketing partner of The Rabble Wine Company.
The Rabble Wine labels feature a selection of historical woodblock print renditions depicting nature’s wrath from the Nuremberg Chronicle, which dates back to the 1400s. Often considered the first illustrated encyclopedia of history, the chronicle also includes stories from mythology and views of cities during catastrophic events. The Rabble Wine Company AR app uses modern technology to depict these rich and unique pieces of history.
“In telling the story of our wines, the AR app allows us to connect the past with the present. Using technology with a historical label design, in order to share our message that we cannot command nature except by obeying her,” explained Rabble Wine Company owner Rob Murray.
Caine Thompson, President of Rabble Wine Company, continued, “our labels, like our wines, are known to engage, evoke emotion, and spark conversation. With Rabble’s new AR app, we can connect in a new way and tell a clear story through our labels.”
To experience the Rabble Wine Company AR labels, users can download the app and scan the label, before watching the scenes come alive. The free app is available for download through the iTunes App Store or Android Apps on Google Play under Rabble Wine Company. Rabble partnered with Tactic Studio in San Francisco for the productions of the app.
Rabble Wine Company, is a family of wines united by one purpose to take us far beyond the status quo. Often polarizing but never ignored, their wines are the milestones of an unlikely journey. The home of Rabble Wine Company is at its Tooth & Nail winery on the west side of Paso Robles, which is one of the most visited wineries in California.