Australian Company Launches A Wine Label Translation Application

Posted: Aug 09, 2019

Winery names and descriptors have long been challenging to read in other languages and non-Anglo markets. For the most part, savvy American wine consumers know how to decipher a label. However Asian markets and other countries that speak Slavic languages are likely to welcome the Melbourne, Australia-based Third Aurora’s Winerytale app.

Scan and translate.
The tool is powered by artificial intelligence. When pointed at the wine label, the application can translate from a bevy of languages into different Chinese dialects or Russian (among other languages). Third Aurora’s director Dave Chaffey says that, “We want every bottle of wine to be the source of its own information.”

The application was first launched at the beginning of this year and has been used to provide basic background on wineries until it went into field testing as of late July. Close to 100 wineries around the world are taking part in the current soft launch. The application can also translate tasting notes, videos and a variety of other promotions, according to Chaffey.

Immediate Observations

The app translates a label once it is pointed at it.

Since the field testing started in late July, Chaffey notes that it has, “been received with tremendous excitement. Wineries are acutely aware of the potential opportunity that this presents.” He adds that it also offers a chance to engage with customers and present “stunning visuals right at the moment that they take their first sip.”

From a technical standpoint, he says the roll out of the technology has, thus far, been smooth. “Customers are responding well, they love the concept and the added value that it brings to the experience. It's starting to find its way through social networks.”

“This is an amazing new augmented reality app for wine lovers!” Travis Maple, the winemaker at the Woodinville, Washington-based Airfield Estates commented on the Aurora website after using the new application for a few days.

By Liza B. Zimmerman
August 8, 2019
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