ProWein: Spanish wine producer trials AI app

A new marketing campaign by Grandes Vinos aims to boost its brand El Circo through using an AI-augmented app. 

Speaking to db at ProWein 2024, the producer explained how it had created an app that can be accessed by a QR code (see above) and showcased the app.

It uses AI to select one of nine images of a circus director and artists, based on people that work for the firm, in the campaign.

The director of the “circus” is Pilar Larumbe, the winemaker of the winery and the rest of the “artists”, are the general director, the marketing director, the commercial director and the rest of the area managers of the winery.

The project involved the commercial team being turned into the generative AI characters, and with the collaboration of the interactive technology company DeuSens, the staff were turned into the artists of the wine range “El Circo”.

An algorithm interprets the original image of the workers and generates new images of them interpreting a circus character, keeping their face and facial features fully recognisable.

Marketing director Manuel García said: “The collection of 9 varietals of El Circo is already consolidated in different countries and is constantly growing and we want to give it a new boost by entering new countries. In a sector as competitive as wine, standing out and differentiating yourself from other brands is very complicated.”

“Achieving the surprise effect on potential clients, we will invite them to browse the new website, which is the second phase of the project, where they will be welcomed by a personalised virtual avatar that narrates the brand’s storytelling, inspired by the show of the circus.”

The site invites users to select between the three magical elements: the earth, the sun and the water, the nine different varieties of grapes and five artistic styles, so that the artificial intelligence generates a unique video.

Grande Vinos has a history of using what it describes as virtual “hyperexperiences” since 2015.

Garcia added: “We always seek to be at the forefront and this project represents a new innovation in the sector. We are not only offering our customers exceptional wines, but also a memorable experience that breaks the limits of what is traditionally expected from a bottle of wine.”

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