Tom's blog

Rabble comes to life

The Rabble Wine Company is the latest producer to introduce augmented reality technology to wine labels. And, it’s pretty impressive.


With the use of an app, a historical woodblock print rendition from the Nuremberg Chronicle (late 1400s to early 1500s) comes to life. These labels depict nature’s wrath, so you can imagine the movement. Among the prints is a fire-breathing dragon, a tempest touching down in Rome, and Mount Vesuvius erupting over Pompeii.

The first release is a red blend of grapes from the Paso Robles region. The wine is pretty tasty but not as exciting as the label — an apocalyptic comet falling on Florence. Nonetheless, it will give you a conversation started for your next party.