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McQueen Gin launch new look bottles with immersive augmented reality labels

A Scottish gin producer has become the first in the UK to create a full augmented reality experience within each of its six core range bottles.

Published: February 2, 2021
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McQueen Gin, based in Callander, has launched the ‘World’s Coolest Labels’ which 'come to life' via augmented reality - creating an immersive gin experience for customers.

How does it work?

By scanning the label via the dedicated McQueen Gin app, each bottle 'comes to life' to showcase the secrets of McQueen Gin with a unique full-length animation, giving the drinker a fun insight into the flavour.

Gin fans can take a virtual dive into McQueen’s black cherry and vanilla gin pool, or learn about the spirit of Ben Ledi – the mountain which overlooks the distillery – behind its Highland Dry Gin, or follow the antics of the maverick lemon cartoon character.

The technology has taken a total of six months to develop following an £20,000 investment by McQueen.

The latest launch of the augmented reality labels and app is a commitment to that McQueen ethos of doing things differently.

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Dale McQueen, MD of McQueen Gin, said: "At its core, one of the fascinating sociable aspects of society can be found when we share a drink with our friends, either in the pub or in our homes.

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"With that option being limited in the current climate, we have enhanced this experience by creating an engaging AR experience on our six core range bottles that people will enjoy sharing across social media.

"We wanted to make not just an enjoyable tasting gin but an experience which would bond people together and give them something other than great taste to talk about.

"We have achieved this through the new McQueen Gin app, which allows the user to view the augmented reality experience by simply opening the app and pointing their camera at the front label.

"Not only are we the first Scottish Gin company to integrate augmented reality, we believe that we are the first gin company in the whole of the UK to fully integrate augmented reality into our label design with our own dedicated app, showcasing how McQueen continues to lead the industry in innovation."

Dale and Vicky McQueen founded McQueen Gin in 2015 with the intention to create an adventurous gin-drinking experience unlike any other and bring new and exciting flavours to the ever evolving market.

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The McQueen team have created many world-first gins and won multiple awards, including a Double Gold medal at the San Francisco World Spirits Competition.

The full range of unique gins, including Highland Dry Gin, Colour Changing, Blackcurrant and Raspberry, Citron, Five Chilli and Black Cherry and Vanilla flavoured, can be purchased directly from McQueen via their website.

Gin lovers can also find Highland Dry, Black Cherry and Vanilla and Citron in Spar Scotland stores.

How to view the AR labels

Customers need a bottle of the gin and should then download the McQueen Gin app, which is available for Apple and Android.

As well as the augmented reality function, the app also offers exclusive McQueen rewards and cocktail recipes to try.

Visit the McQueen Gin website to find out more.

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Known for cake making, experimental jam recipes, Champagne and gin drinking (and the inability to cook Gnocchi), Rosalind writes for The Scotsman on all things food and drink related.

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