Endingen am Kaiserstuhl

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Wine lovers can take the cellar master home with Augmented Reality

Cathedral Cellar, one of the premium international wine brands of South African winemakers KWV, has recently relaunched its new labels. With the help of the smartphone app LABELinmotion of the German label manufacturer Vollherbst, it is now possible to listen to the stories of the wines from winemaker Wim Truter. Augmented Reality (AR) allows consumers to "swipe" between the five varieties Cabernet Sauvignon, Shiraz, Triptych, Chardonnay and Sauvignon Blanc to find their favorite personal wine.


The application was recently presented for the first time at ProWein, the world's leading trade fair for wine and the largest industry get-together for a specialist audience from cultivation, production, gastronomy and trade. People from all over the globe met here to experience the latest and greatest in the world of wine.


The new Cathedral Cellar labels offer wine consumers the opportunity to actively and virtually interact with the wine brand. After browsing the Cathedral Cellar book, winemaker Wim invites users out of his vaulted cellar to photograph their location and share that moment on Facebook and Instagram with the world. In addition, they pay tribute to the most impressive feature of the wine cellar: The 32 "stukvats" (barrels), which have a diameter of 3 meters and tell the stories of the South African wine industry with ornate carvings.


Cathedral Cellar's Brand Manager, Tanya Blokdyk, explains that the use of augmented reality in conjunction with wine labels in South Africa is new territory: "We are incredibly excited to bring wine consumers an interesting way to engage with Cathedral Cellar, a brand which really is a reflection of so many beautiful elements. The cellar is a visual marvel, and the winemaker really is someone you want at your dinner table. These things are difficult to capture with just a back label, but with virtual reality, people get to step into the cellar and subsequently meet Wim. It is a remarkable way to enhance the wine drinker’s journey."


The conception and technology of the augmented reality application was developed by the family business Vollherbst from Endingen am Kaiserstuhl in Baden. The layout of the labels comes from the creative agency Bravo Design from Cape Town. With the help of the LABELinmotion augmented reality app, consumers can easily scan wine bottles on the shelf or at home with their smartphones and bring the label to life. Matthias Vollherbst, managing director of VollherbstDruck GmbH, confirms: "It was a great privilege for us to work together with such a renowned brand from South Africa and to contribute to the development of these special labels."


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