In a New Zealand first, Central Otago’s brand new Providore Wines is using cutting edge
‘Augmented Reality’ (AR) technology to take its customers on a behind the scenes journey.
The AR experience is accessed via the wine labels. Customers will need to download an app
onto their device and hold it over the illustration on the label. This allows them to step
inside the world of Providore, to see the landscapes where the wine is made and meet the
people who make it.
Providore has teamed up with Wellington creative digital studio ‘Maggle’ and digtal agency
‘Growth Hacking’ to create the content. They’ve spent three months developing the stories
which will be updated monthly with six already created.
Providore CEO Craig Coote says the AR experience will engage customers in a whole new
way, “while technology is not changing the way we make wine, it is changing how we share
it and how we communicate our stories. We believe there is a opportunity to do something
With roughly seven hundred New Zealand wine producers and thousands of brands
operating within the domestic market, it’s extremely difficult for new wine brands to have
an impact. This innovative approach will allow Providore to stand out, taking their
customers on a journey to Central Otago, sharing the stories of their wine.
“Central Otago is a place which is incredibly dear to our hearts. The people, the landscapes
and the wines we are able to make there are extremely unique. We can’t wait to share
these stories with customers, whether they be in Levin or London,” Craig says.
Providore Wines, which launched this month, is a collaboration by a group of Central Otago
wine enthusiasts. The wines are made by Pete Bartle, one of New Zealand’s most respected
and awarded winemakers, with over 25 years winemaking experience.
“I am absolutely committed to making the very best wine to come out of the region. The
wines are at the heart of everything we do and to be able to use this technology to
communicate with the people enjoying them is hugely exciting, “ says Pete.
The initial release features five wines, a Pinot Gris, a Blanc de Noir, a Rose and two Pinot
Noirs. A limited edition Christmas pack of the Providore Collection is available for $120 from www.providorewines.com
About Providore Wine:
Central Otago’s brand new Providore Wines is a collaboration by a group of local wine enthusiasts made by Pete Bartle, one of New Zealand’s most awarded and respected winemakers, with over 25 years’ experience.
The name Providore means supplier and their intent is just that; to provide people with a true taste of their world. Providore Wines honour the remarkable people and history of the Otago region that have made it what it is today.
Providore are using cutting edge Augmented Reality technology to take their customers on a behind the scenes journey to Central Otago, sharing the stories of their wine.