A new range of wines from Treasury Wine Estates features augmented reality labels that tell the stories of feminist pioneers.
The "Embrazen wines" pay tribute to journalist Nellie Bly, jazz singer Josephine Baker and Latin artist Celia Cruz, described as three "extraordinary women of the past who dared to shatter convention."
Created for the upcoming Women's Equality Day (August 26), the labels come to life and let each woman narrate her story through augmented reality using by the Living Wine Labels app, created by Tactic and JWT San Francisco. (The agencies previously collaborated on a range called "19 Crimes" which told the stories of British prisoners sent as convicts to Australia.)
The $15.99 California wines, were crafted by winemaker Olivia Teutschel, and include a Chardonnay, Cabernet Sauvignon and Red Blend. Teutschel says in a statement: "I hope these wines spark conversation among friends, family, co-workers or even in the wine aisle."
Treasury is also using them to launch a program called "Take Up The Torch" that seeks nominations of local women who are driving change in their communities. The winner of the program will be announced on International Women's Day (March 8, 2019) and will receive a $25,000 grant to help further her cause.