CALLANDER distillery McQueen has taken gin to another dimension with the launch of a new augmented reality label.
Available across McQueen Gin’s six core expressions, the World’s Coolest Labels range invites consumers to download a dedicated app and scan packs to access a gin-themed animated experience.
Augmented reality animations on offer include a trip to Ben Ledi – the mountain which overlooks the distillery – and a “virtual dive” into a McQueen black cherry and vanilla gin pool.
The World’s Coolest Labels range is available across McQueen’s Highland Dry Gin, Colour Changing Gin, Blackcurrant and Raspberry, Citron, Five Chilli and Black Cherry and Vanilla variants.
Dale McQueen, managing director 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.
“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.”