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Curiouser and curiouser: Brancott brings bottles to life

Curiouser and curiouser: Brancott brings bottles to life
As Brancott Estate rolls out a contemporary new look across its entire wine range, it's also releasing a new app bringing together the worlds of wine and entertainment via QR code.

As Brancott Estate rolls out a contemporary new look across its entire wine range, it's also releasing a new app bringing together the worlds of wine and entertainment via QR code.

After scanning a QR code on Brancott Estate still range bottles carrying the new packaging, consumers can then download the World’s Most Curious Bottle App and interact directly with the brand.

The app continues Brancott Estate's Stay Curious campaign and the company says it's a first for a New Zealand wine brand, offering 14 consumer experiences from virtual visits to Brancott Vineyard in Marlborough, tasting notes and food-matching information, and a fully interactive guide to Marlborough’s weather across the seasons.

The app works by prompting consumers to focus their smartphone’s camera on different parts of the new label to enable the various experiences. There are a number of triggers on the new labelling that the app will recognise, including the front label, QR code and back label map.

Pernod Ricard New Zealand managing director Fabian Partigliani said the campaign was a way to both entertain and inform consumers.

“While many apps offer just one experience, the World’s Most Curious App delivers consumers up to 14 unique experiences covering an array of wine-specific content and entertainment," he said.

“As the winemakers who pioneered Marlborough Sauvignon Blanc, staying curious is integral to the brand’s DNA and this is the next exciting evolution. We wanted to bring this curious experience to life in a tangible, engaging and interesting way. The World’s Most Curious Bottle has allowed us to capture the essence of Brancott Estate while enriching our consumers’ experience.”