Messina Hof Winery Debuts the First Interactive Texas Wine Labels

Messina Hof, a pioneer in Texas wine as well as one of the oldest and the most awarded winery in the state, and VISION Production Group, a critically acclaimed, innovative media production company, are excited to unveil their groundbreaking augmented reality (AR) wine labels. The labels will be featured on three of Messina Hof’s latest wines that will debut along with their newest Messina Hof Harvest Green Winery and Kitchen location. The three labels will bring to life core themes in the Messina Hof winemaking process: Abounding (Dry Red Blend), Vitality (Dry White Wine), and Emblaze (Sweet Red Wine). Each wine will involve a one-of-a-kind AR experience.

The labels create a series that taps into Messina Hof’s roots from the grape growing, winemaking, and its Vineyard Cuisine™ culinary processes. To create the experience, VISION engrained themselves into the Messina Hof brand, transforming the more than 40-year history of the winery to an interactive adventure using AR. The AR features can be accessed through Messina Hof’s brand-new smartphone app, which was also created in collaboration with VISION. The VISION team used 3D visualization and animation techniques as well as advanced 3D modeling to create stylized and realistic environments that deliver an immersive experience for camera enabled devices. The AR label development included concepting, UI/UX design, prototyping, programming, testing, and support.

“We are honored to have had the opportunity to work with a distinguished Texas winery like Messina Hof,” said Tracey Shappro, CEO & President of VISION. “As we continue into this pandemic, we are always looking to deliver innovative solutions that allow brands to connect with their customers. So, when the chance to work with Messina Hof on their newest wine labels materialized, we were thrilled to be able to create a one-of-a-kind experience that not only allows them to interface with their consumers, but also tells their brand story in a way like never before.”

The three wines, Abounding, Vitality, and Emblaze all have unique characteristics that provide a diverse collection and welcome wine drinkers of various tastes and palates. Users of the app will have an exclusive look at food and wine pairing suggestions and recipes for each of these wines amongst other popular Messina Hof vintages. The AR labels are launching in tandem with the debut of Messina Hof’s newest location in Richmond, Texas. The Messina Hof Harvest Green Winery and Kitchen will be located in the Greater Houston area, facilitating a natural partnership with Houston-based VISION. The design of the labels reflects the passion, roots, artistry, and farm-to-table elements manifested in the new location.

“With the new Harvest Green labels, we are able to connect with wine lovers in a way we have never been able to before,” said Karen Bonarrigo, co-owner of Messina Hof. “We have always pioneered innovation and technology advances in the Texas wine industry, and these new AR labels have been an extension of that devotion to continue to develop Texas wine on a national wine spectrum. It has been fascinating to watch VISION’s creative process at work and we can’t wait to bring these experiences to our Messina Hof guests.”

The Messina Hof Harvest Green Augmented Reality series is available for purchase at all four of Messina Hof’s locations and online. The Messina Hof Augmented Reality app can be downloaded from the App Store and is available for iOS and Android devices.