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McGuigan Wines has released an innovative augmented reality app that enables consumers to create a personalised wine label to share with friends. The app features on McGuigan’s new Founder’s Gift wine, which launched this month to coincide with Chinese New Year on January 25.

Developed in both English and Chinese, by downloading the app and scanning the bottle with their phone, users can enjoy two unique augmented reality experiences, bringing an innovative new way for consumers to interact with a wine label. The journey begins with the lion depicted in McGuigan Wines’ crest coming to life in augmented reality, inviting wine drinkers into the world of the brand. Users can then create their own unique virtual label, writing a personal message and selecting a gift bow, before taking a picture to send to their friends and family on social media platforms including Instagram, Facebook and WeChat.

Created to tap into the significant gifting opportunity around the Chinese New Year celebrations, the app also enables consumers to buy the wine with one easy click through to its exclusive listing on BWS’ website. The Founder’s Gift is also stocked in selected BWS stores and comes in a special gift box, making it ideal as a festive present.

Other features of the Founder’s Gift app, which is available via the Apple Store and Google Play, include tasting notes and a video about the history of McGuigan Wines. The Founder’s Gift Shiraz 2016 was made from fruit sourced in the Barossa Valley before being aged in French oak barrels and has an RRP of $35.