NEWS: Self-translating wine labels can boost overseas sales

22-08-2019

A clever technology, enabling shoppers to read wine labels written in any language will soon become the standard among savvy shoppers, according to digital marketing specialist Dave Chaffey. His company, Third Aurora, an Australian-based tech startup, recently announced that the technology would be rolled out to its Winerytale platform in 2020.

A prototype video, shown on the Third Aurora website, demonstrates the solution for two different wines. In both cases, English text is instantaneously translated to Chinese. The new content is woven into the original label and looks indistinguishable from the original, it claims.

The ground-breaking technology translates more than one hundred languages. “Behind the scenes, two technologies are at work,” says Chaffey. "Artificial intelligence (AI) reads and interprets the content and augmented reality (AR) projects the new text back onto the label, right in front of you."

"Self-translating is a bit of a misnomer," explains Chaffey. "The labels aren't actually changing, the translation is projected using AR, which is powered by your smartphone."

"If you're a wine lover it's a handy addition to have in your front pocket," he hopes. "It's definitely picking up pace – this sort of technology will reach the tipping point very quickly. We think it will be towards the end of 2020."

Export markets for Australian wines, particularly China,  are expecting double digit growth until 2025, so this could be a very useful marketing tool to help that momentum continue. A recent report forecasts China will become the world’s second largest importer of wines very soon.

The Winerytale platform is the first of a new breed of marketing, connecting consumers and producers, through products, says the company. Winerytale showcases wineries from their own wine labels, presenting their story through the medium of augmented reality, involving video, text, and 3D objects in virtual space. This approach is widely anticipated to win over the millennial market and is understood to have been behind a recent surge of applications from international wineries to join field trials, Third Aurora claims.

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