The $300 Million Experiment
In 2017, Treasury Wine Estates did something that most beverage companies thought was a gimmick. They added augmented reality to their wine label. The brand was 19 Crimes — an Australian wine with labels featuring historical convicts. When you scanned the label with your phone, the convict came to life and told their story.
The industry laughed. Then 19 Crimes attributed $300 million in revenue directly to the augmented reality experience. One viral video demonstrating the effect accumulated over 800 million views. The "gimmick" turned into the most successful marketing innovation in beverage history.
The lesson wasn't about AR technology. It was about turning packaging into an experience.
Why It Worked
The genius of 19 Crimes' AR wasn't the technology — it was the storytelling. Each label featured a real person from history. When you scanned it, that person came to life and told their story in their own voice. It created an emotional connection between the consumer and a bottle of wine that otherwise would have been one of thousands on a shelf.
| Success Factor | 19 Crimes Approach | Traditional Marketing |
|---|---|---|
| Discovery | User-initiated (scan the label) | Interrupted (ads) |
| Shareability | Extremely high (800M views) | Low to moderate |
| Engagement time | 30-90 seconds per interaction | 2-3 seconds for an ad |
| Repeat usage | Each bottle is a new story | Declining returns |
| Cost per impression | Near zero after development | $5-20 CPM |
DrinkSip Living Labels
DrinkSip is bringing the same technology to the non-alcoholic beer category. Our AR living labels transform every can into an interactive experience. "The surfer can come to life, and the surfer could start talking to you right from the can."
The technology works through image recognition — point your phone camera at a DrinkSip can, and the label activates. No app download required. The experience runs directly in your mobile browser using WebAR technology, powered by 8th Wall.
Visit our AR experience page to try it yourself.
What makes DrinkSip's AR different:
- No app required — runs in mobile browser via WebAR
- Instant activation — point your camera at the can and it works
- Shareable — screen record and share on social media
- Collectible — different experiences for different products
- Dynamic — experiences can be updated without reprinting labels
The NA Beer Opportunity
AR in the non-alcoholic beer space is virgin territory. No major NA brand has implemented living labels at scale. DrinkSip is first to market, which creates a significant competitive advantage.
For a category that's still educating consumers — many people don't know NA beer has gotten this good — AR provides a conversation starter. It gives people a reason to pick up the can, engage with it, and share the experience. That organic sharing is worth more than any paid media campaign.
FAQ
How does DrinkSip's AR work?
Point your phone camera at a DrinkSip can. The label is recognized using image target technology, and an augmented reality experience plays directly in your mobile browser. No app download required. The technology is powered by 8th Wall's WebAR platform.
Do I need to download an app?
No. DrinkSip's AR experience runs entirely in your mobile browser. Just visit drinksip.com/camera and point your phone at a DrinkSip can.
Which DrinkSip products have AR?
The Hazy IPA currently features our flagship AR living label experience. More products are being developed with unique AR content.
How did 19 Crimes make $300M from AR?
19 Crimes' augmented reality wine labels generated massive organic social sharing — one video alone hit 800 million views. The interactive experience differentiated the brand on crowded store shelves and drove both trial and repeat purchase. Treasury Wine Estates directly attributed $300 million in incremental revenue to the AR program.
