Treasury Wine Estates, whose Napa-based Americas group produces a number of North Coast brands such as Beringer and Chateau St. Jean, is amping up the tech to satisfy this desire for clever marketing and brand story-telling.

“It helps the consumer make the decision at the shelf, which we know is the most important,” Michelle Terry, chief marketing officer, told the Business Journal. “A well-designed label that stands out is one of the most important investments a winery can make.”

In July, the Australian company released a smartphone app called Living Wine Labels that recognizes bottle labels put in front of the camera then delivers an augmented-reality experience. The first brand set up to work with the app was the newly launched 19 Crimes. Pointing the phone camera at the label reveals stories of British criminals of yesteryear.

more at North Bay Business Journal