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19 Crimes Living Wine Labels with Peter English of Treasury Wine Estates

This show was published 06 July 2018


Peter joined Treasury Wine Estates (TWE) in 2011 and is now senior brand manager in the European marketing team.

Peter is marketing a new app called Living Wine Labels for android or apple phones which brings the label to life, creating a augmented reality of the wine. Since launch in September 2017 to May 2018 they have had 200,000 views in the UK and globally 1.4 million downloads. They have started with the 19 Crimes brand, aiming to disrupt the market and stand out from other brands while telling the brand story. The app will be rolled out under another 3 brands in the TWE portfolio - Wolf Blass, Lindemans Gentleman's Collection and Matua.

We talk about some of the Google analytics they have from the downloads which shows people are using it when they get together for an occasion with friends. The app is very much part of the company's social media 'always on' approach.



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The UK Wine Show is sponsored by ThirtyFifty. Our team of wine tasters are busy entertaining and educating UK consumers to help them get the most out of wine.


The music used for the UK Wine Show is Griffes de Jingle 1 by Marcel de la Jartèle and Silence by Etoile Noire.

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