Marchesi Frescobaldi presents the new Augmented Reality experience

Frescobaldi continues its digital expansion journey, as the Tuscan company transforms its wine labels into an interactive experience.

Frescobaldi presents the new Augmented Reality experience based on Artificial Intelligence and Machine Learning.

The strong bond with its roots motivates Frescobaldi to always look further ahead, aiming to tell in a revolutionary way its wonderful estates and a 700-year long history of winemaking heritage with continuous investments in cutting-edge digital realities.

Innovation and tradition meet in Frescobaldi’s new Augmented Reality project, developed in collaboration with AQuest , Creative Production & Technology Company, a partner of Ogilvy. With this project, Frescobaldi has chosen to let the labels of its wines speak for the first time, offering an interactive and immersive experience. Thanks to artificial intelligence, the system is able to recognize the labels and activate a real digital gate . This will allow consumers to embark on a journey to discover the Frescobaldi estates and its unique wines, delving into the production process and the history that characterizes each bottle.

By simply scanning a QR Code on the back label of the bottle, consumers will be able to explore the Tuscan landscapes, discover the history of the Estates and learn more about the characteristics of each wine, including information on climate, winemaking, maturation and organoleptic notes. Fabrizio Dosi, CEO of the Frescobaldi Group , says: “This project opens up new scenarios for the integration between Artificial Intelligence and winemaking tradition, two worlds that have never been so close, giving our consumers memorable experiences”.

“In addition to representing a powerful business tool for the sales team,” continues Dosi , “the project also has an important educational value , allowing our consumers to gain a thorough understanding of the history and peculiarities of Frescobaldi wines.”

Frescobaldi’s AR project , which began in 2019, is constantly evolving. Starting with 360° videos accessible with VR viewers and arriving today with a complete Augmented Reality experience, accessible directly from mobile devices. As a demonstration of its versatility, this tool has been used in multiple contexts, from commercial presentations and international fairs, to exclusive events and corporate training. As Van Hong Doan, E-Commerce & Digital Manager of Frescobaldi , adds: “Using advanced algorithms and machine learning models, Artificial Intelligence has made it possible to digitize over 50 labels, making each bottle a gateway to a unique immersive experience.”

MARQUIS FRESCOBALDI

The 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

that become an integral part of the spirit of Tuscany. The family’s thousand-year history constitutes a unique and irreplaceable treasure of knowledge and traditions. Frescobaldi embodies the very essence of Tuscany, its extraordinary aptitude for viticulture and the fascinating variety 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 Tuscany), Remole (Sieci), Tenuta Calimaia (Montepulciano) and Gorgona . Located in areas of Tuscany particularly suited to the production of fine wines (DOC, DOCG and IGT), the estates differ in terrain, environment and history. To these should be added the Bolgheri Ornellaia and Masseto estates, Tenuta Luce in Montalcino, Domaine Roy & Fils in Oregon and Attems in Collio.