Virtual reality (VR) has been applied in many industries. Now the Australian wine brewing association is investing in this technology, which sees the combination of VR technology and traditional wine making.

VR can enhance consumers' interest and improve the user experience

The Australian federal government provides a $2.8 million investment in tourism projects to winemaking institutions and associations. Three successful applicants plan to use this money to create a virtual reality or augmented reality (AR) experience. One of them is developed by Riverland wine, the largest grape producing region in South Australia. Chris Byrne, executive chairman of Riverland wine, said they hope VR technology can help wine sales.

“We are very confident that we can start to attract more people to pay attention to Riverland wine, which is consistent with our whole approach in Riverland. Adopting new technology is the way forward, both on the farm and in the market.”

VR can enhance consumers' interest and improve the user experience

China has become a major market for Australian wine, and seppeltsfield winery took this into account when developing its own VR experience to promote its vineyards to tourists. Chad Elson, the winery’s sales and marketing manager, said that VR experience has achieved good results in Asia: “we found that, especially in China, this is a magical element of our marketing mix. VR is used to promote the sale of wine and tourism destinations internationally.”

Experts believe that VR will enhance the winery experience in real life. As Chad Elson said, “VR wine experience will increase consumers’ interest in wine.”



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