Frescobaldi introduces its new Augmented Reality experience powered by Artificial Intelligence and Machine Learning.
Continuing its expansion in the digital sector, Frescobaldi transforms its wine labels into an interactive experience. Driven by a deep connection to its roots, Frescobaldi continuously looks forward, aiming to tell the story of its magnificent estates and a 700-year legacy of winemaking through revolutionary means and ongoing investments in cutting-edge digital technologies.
Innovation and tradition come together in Frescobaldi’s new Augmented Reality project, developed in collaboration with AQuest, a Creative Production & Technology Company and a partner of Ogilvy. Through this project, Frescobaldi has chosen to bring its wine labels to life for the first time, offering an immersive and interactive experience. Thanks to artificial intelligence, the system can recognize the labels and activate a digital gateway. This allows consumers to embark on a journey to discover Frescobaldi’s estates and its unique wines, delving deeper into the production process and the story behind each bottle.
By simply scanning a QR code on the back label of the bottle, consumers can explore the Tuscan landscapes, uncover the history of the estates, and learn more about each wine’s features, including information on climate trends, vinification, aging, and tasting notes.
Fabrizio Dosi, CEO of the Frescobaldi Group, states: “This project opens new horizons for integrating Artificial Intelligence with winemaking tradition—two worlds that have never been so close, providing memorable experiences to our consumers. In addition to being a powerful business tool for the sales team,” Dosi continues, “the project also has significant educational value, enabling our consumers to gain in-depth knowledge of the history and unique qualities of Frescobaldi wines.”
Frescobaldi’s AR project, which began in 2019, is constantly evolving. From 360° videos viewable with VR headsets to today’s comprehensive Augmented Reality experience accessible directly via mobile devices, this tool has proven its versatility. It has been used in various contexts, including commercial presentations, international fairs, exclusive events, and corporate training. As Van Hong Doan, E-Commerce & Digital Manager of Frescobaldi, adds:
“By utilizing advanced algorithms and machine learning models, Artificial Intelligence has enabled the digitization of over 50 labels, transforming each bottle into a gateway to a unique immersive experience.”
Marchesi Frescobaldi
The Frescobaldi Group, owned by the Frescobaldi family, boasts seven centuries of history and 1,500 hectares of vineyards. The mission of Marchesi Frescobaldi is to understand and promote unique terroirs, ensuring they become an integral part of Tuscany’s spirit. The thousand-year history of the family is a unique and irreplaceable treasure of knowledge and tradition. Frescobaldi embodies the essence of Tuscany, with its extraordinary aptitude for winemaking and the fascinating diversity of its growing areas.
The nine Marchesi Frescobaldi estates are: Castello Pomino (Pomino), Castello Nipozzano (Nipozzano), Tenuta Perano (Gaiole in Chianti), Tenuta Castiglioni (Montespertoli), Tenuta CastelGiocondo (Montalcino), Tenuta Ammiraglia (Magliano in Toscana), Remole (Sieci), Tenuta Calimaia (Montepulciano), and Gorgona. Located in areas of Tuscany particularly suited to producing fine wines (DOC, DOCG, and IGT), the estates differ in soil, environment, and history. Added to these are the Bolgheri estates of Ornellaia and Masseto, Tenuta Luce in Montalcino, Domaine Roy & Fils in Oregon, and Attems in Collio.
AQuest
A partner of the WPP group since 2019 and part of the international Ogilvy network since 2022, AQuest combines creativity and technology to develop digital experiences that connect brands with people’s hearts, establishing itself as Italy’s most awarded company in the digital sector.