Living Wine Labels

Tactic transformed ordinary wine bottles into interactive storytellers with the "Living Wine Labels" AR framework for Treasury Wine Estates. Spanning five iconic brands—including 19 Crimes, The Walking Dead, and Chateau St. Jean—the experience brings dozens of varietals to life.

Beyond the visuals, Tactic engineered a powerhouse backend. This custom CMS supports a global rollout with multi-bottle recognition, social sharing, and real-time notifications. The results were explosive: by 2018, the app surpassed 4 million downloads, while viral fan videos racked up over 25 million views.

By refreshing content monthly, Tactic keeps the global community hooked, proving that the right blend of AR technology and narrative can turn a wine label into a cultural phenomenon.