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Peter Bartle, who is a winemaker for VinPro, Cromwell, has been an award-winning winemaker for other people for 25 years.
A couple of years ago he decided he wanted to make wine under his own label.
He leased two wine blocks in Gibbston, as well as using grapes grown in Bannockburn and Queensberry, and in late November last year released his Providore collection under a separate and different company.
''We have two pinot noirs, a pinot gris, a rose, and a 'Luminaire' blanc de noir, which is a white pinot noir,'' Mr Bartle said.
''I would love to add a chardonnay to the portfolio.''
''We were discussing unique ways to get our story out there,'' he said.
He said he researched the concept and found wine labels using augmented technology. The Australian Treasury Wine Estates' 19 Crimes wines has animated images of convicts who were deported to Australia telling their stories, and its Walking Dead Wine, has animated images of zombies and zombie fighters.
The technology even allows a zombie from one bottle to break out and and beat up zombies from another bottle.
Marlborough's Matua uses similar technology to create icebergs and cracked ice imagery.
Mr Bartle spent two days filming video of Bannockburn and Lake Dunstan, and asked Cromwell artist Stephen Fuller to create the animated imagery.
Providore used Mitch Duncan, of Maggle Creative, in Wellington, for the app technology.
''We wanted something that was going to get us attention and get people talking about our wine brand,'' he said.
''We have had nothing but positive feedback since.''
He said he did not usually enjoy being in front of a camera, but thought the result ''fantastic''.
He said they had since received five-star ratings from wine writers and have entered various competitions.
Providore's rose was given 96/100 by wine writer Bob Campbell, while fellow wine reviewer Raymond Chan scored the rose five stars.
Augmented Reality uses technology to bring a wine label to life.
Customers download Providore’s app on to their phone (or other device) and hold the phone over the illustration on the label.
Peter Bartle can then be seen talking about his wine and its production through the seasons. A boat is seen moving through the water and a small cinema runs a live-action video.