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Marchesi Frescobaldi's Leap into Augmented Reality

The renowned Tuscan winery, Marchesi Frescobaldi, known for its deep historical roots and rich winemaking traditions, is taking a bold step into the future by transforming its wine labels into interactive portals using Augmented Reality (AR). In collaboration with AQuest, a prominent Creative Production Technology Company, Frescobaldi has embraced cutting-edge technology to enhance consumer engagement and reshape how wine enthusiasts experience their products.

A Unique Blend of Tradition and Technology

With a legacy of over 700 years in winemaking, Marchesi Frescobaldi is not just focused on the past but is actively investing in digital innovations that breathe new life into its historical practices. The latest initiative allows consumers to interact with their wine labels via a simple scan of a QR code located on the back. This innovative approach enables users to embark on an immersive journey through the Frescobaldi vineyards, exploring distinctive terroirs, and uncovering the intricate processes behind each exceptional wine.

Fabrizio Dosi, CEO of Frescobaldi Group, articulates the vision: “This project opens up new opportunities to integrate artificial intelligence and winemaking traditions, two worlds that have never been so close, offering memorable experiences to our consumers.” The initiative not only serves as a powerful marketing tool but also emphasizes educational aspects by providing deep insights into the characteristics of each wine, including climate influences, winemaking techniques, and tasting notes.

The Evolution of Frescobaldi’s AR Experience

Since the inception of the AR project in 2019, it has evolved significantly from 360° videos meant for virtual reality headsets to an entirely mobile-accessible AR experience. This adaptability underscores the technology's versatility, as it has been effectively used across various contexts, such as commercial presentations, international fairs, and corporate training sessions.

Van Hong Doan, Frescobaldi’s e-Commerce Digital Manager, stresses the necessity of these advancements: “By leveraging advanced algorithms and machine learning models, artificial intelligence has enabled the digitization of over 50 wine labels, making each bottle a gateway to a unique immersive experience.” This level of thoughtful integration shows Frescobaldi's commitment to crafting a new narrative around their wines—one that engages consumers more intimately and knowledgeably.

Exploring Tuscany Through Wine

Marchesi Frescobaldi's nine magnificent estates, including Castello Pomino, Castello Nipozzano, and Tenuta Castiglioni, are not just names on a bottle but a vivid reflection of Tuscany’s landscape and history. Each estate possesses distinctive soil types, climates, and winemaking traditions that contribute uniquely to the character of their wines. Through this AR experience, consumers can closely explore these estates, getting a deeper understanding of the region’s viticulture.

This innovative blend of historical narrative and state-of-the-art technology serves to showcase Tuscany's identity and heritage, providing both locals and international visitors with an interactive tool to connect with the past while appreciating the present intricacies of winemaking.

Conclusion: A Toast to the Future

As Marchesi Frescobaldi continues to redefine the wine industry with its sophisticated approach, it emphasizes that the future of wine lies not only in tradition but also in innovative technologies that can foster deeper connections with consumers. By merging a rich history of viticulture with contemporary digital tools, Frescobaldi exemplifies how heritage and innovation can craft memorable experiences, ultimately enriching the global wine culture. Whether you are a seasoned connoisseur or a curious novice, Marchesi Frescobaldi's AR experience offers an unprecedented opportunity to explore Tuscany’s rich viticultural narrative in a whole new way.

Follow the journey and more updates from Frescobaldi on their website at www.frescobaldi.com.