This app uses augmented reality to find the perfect wine for your dinner

Online wine retailer Sipp has launched an app which uses augmented reality to pair wine with food.

The app interacts with the labels on bottles of wine ordered through Sipp’s monthly subscription service.

The SippCLUB, which launched for IOS and Android last week, uses an augmented reality system which interacts with the labels on bottles sold through the Sipp’s wine box subscription service to provide detailed notes, including temperature and tasting guides, and food suggestions.

Sipp customers can subscribe to receive three bottles of wine which are hand-selected by the retailer’s team of experts for £29 per month.

Millennials are some of the world’s biggest wine drinkers right now. Last year, a study by Wine Intelligence revealed that consumers aged between 18 and 35 with above-average incomes account for almost one third of the UK’s total wine spend.

Moez Seraly, chief executive of Sipp, said the SippCLUB app will cater to a millennial audience which has been neglected by the wine industry.

“Millennials drink more wine than any previous generation,” said Seraly. “They deserve more from the wine industry.”

According to the chief exec, Sipp will give young professionals a unique and affordable drinking experience, “all made simple with great tech and no bullsh*t advice.”

The online retailer has proven extremely popular since launching in 2010, with high-profile investors including former England cricket captain David Gower.

The app provides detailed temperature notes and tasting guides.

Gower, an avid wine collector himself, said the wine industry is “ripe for disruption” and should be making the most of new technology in order to give consumers “the wine experience they deserve.”

“Elements of the wine industry have too long been getting away with selling average or below average wines at above average prices,” gower said.

“At sipp I’m part of a team who recognise the wine industry needs to change and we’ve developed a genuinely new and exciting way to make that happen.

“We want to call time on complicated wine language, over pricing and bulk bottling. I want to help remove all that nonsense that gets in the way of people enjoying great wine.”