Hidden unobtrusively beneath the facestock and embedded with content readable by mobile app, the tag expands the wine’s story from the few lines found on most labels to a deeper, more satisfying dive for wine-lovers thirsty for details and used to getting them at a click.

In collaboration with label printer Eurostampa, the team at Avery Dennison’s Concept Lab was asked to develop a collection of prototypes illustrating the capabilities of intelligent labels and printing techniques for the wine and spirits segment.

Estancia Mendoza, a renowned Argentine winery belonging to the department of Tupungato, and located at more than 1,000 meters above sea level, launched the first wine with augmented reality in the region—a novel and very useful tool for highly creative applications.