Brief Explanation

In recent research, Jacob’s Creek found that only 86% of Australians were aware of what a standard unit of wine constituted. Research showed that with different sizes of glasses available in restaurants and bars, plus inconsistent pouring made it very challenging for consumers to actively monitor their consumption. In 2012 the brand launched a “Know the Wine Line” campaign, which encouraged consumers to become familiar with standard unit measure. In 2013, the brand (and its parent company Premium Wine Brands) wanted to take the social responsibility and education platform further – developing the ’ “Wine Line” App - an educational tool and world-first. Mobile was identified as a key channel to communicate the campaign message via a branded utility app and address the problem of wine drinkers not knowing where “the wine line” was. The solution? An app which combined touch-based volume measurement with alcohol percentage data to calculate the user’s standard drinks over time. In a mobile first, the app featured an innovative way of estimating how much alcohol consumers were drinking. By using the smartphone camera to take a snapshot of the glass, then getting them to simply trace the shape of the wine in the glass, the app calculated the volume. Then, by simply selecting the type of alcohol from a selection in the app, consumers could easily calculate the alcohol content of the glass. Consumers could then use the inbuilt drink tracker to keep a live record of how many standard drinks they were consuming over time – providing an always-on one-touch guide. The app strongly delivered on the overall “Wine Line” campaign objective of keeping people informed as to their consumption of alcohol by taking it from a traditional awareness message into an interactive real-world experience at the actual point of consumption. In addition, by featuring the full Premium Wine Brand’s range, and not just Jacob’s Creek, the app also an opportunity to showcase the brand’s product range. Driving home the responsibility message, the app also allowed for the ABV of any wine to be entered – making this a truly accessible education tool for all consumers. The innovation of the App appealed to the media and the app grabbed the attention of both national and international news outlets. The coverage across print, online, radio and consumer technology exceeded 100 separate articles and features, with a combined reach of over 30 million.