Home Industry News Releases Stupendous Cellars’ Augmented Reality Packaging Aims to Re-Engage Next Generation, Adds Distribution...

Stupendous Cellars’ Augmented Reality Packaging Aims to Re-Engage Next Generation, Adds Distribution Partners in Southeast


New York, New York, May 15, 2019Stupendous Cellars, a wine company and division of Penrose Hill, Ltd., announced today the launch of its augmented reality on its Devil’s Advocate brand, recently brought to market in April. Geared toward Millennial drinkers, Stupendous Cellars believes offering more user-engagement for this generation, a catalyst for demystifying wine, will be a hallmark of the future shopping experience.

“Stupendous Cellars thought a lot about how the world has changed when deciding to incorporate augmented reality (AR) to Devil’s Advocate. We understand that the label that we see in real life, isn’t the only way of experiencing it,” explains Stupendous Cellars GM, David Weitzenhoffer. “AR on products–not just wine–engages consumers in a more layered and exciting way. One day soon, I think consumers won’t remember what it was like shopping without AR.”

Stupendous Cellars’ augmented reality features will be accessible across bottle neckers, case cards and shelf-talkers. To explore the Devil’s Advocate augmented reality videos, click here.

The movement towards incorporating augmented reality on labels may be one in a list of many steps wine brands are taking to re-engage the millennial generation. Wine Intelligence’s January 2019 Landscape report, showed a marked decrease in wine consumption among Millennials, age cohort 35 and under. Weitzenhoffer comments, “Wine has always struggled with an accessibility problem, but millennials don’t come to the table with any hang-ups. AR says ‘great, you aren’t hung up—now interact in a way that consumers never have before.’ For years we have been trying to demystify wine through AR, Devil’s Advocate seeks to communicate what we think consumers want to believe: that there is nothing mystical about wine.”

Stupendous Cellars additionally continues to add to its distribution network, adding four partners in the southeast: RNDC in Georgia, River City in Kentucky, Ararat Import Export in North Carolina and Best Brands in Tennessee, which will launch during the Nashville Rosé Festival on May 18th. Stupendous Cellars’ growing distribution network also includes: Crush and Valley in Maine; Calmont Beverage in Vermont; Crush Distributing NH in New Hampshire; Ruby Wines in Massachusetts; Republic National Distributing Company (RNDC) in Texas, New Mexico and Oklahoma; Rave Associates in Michigan; Lohr Distributing in Missouri; Standard Beverage Distributing in Kansas; Select Sellers in Wisconsin; Murphy Distributors in Connecticut; and MHW Limited in New York and New Jersey.


Stupendous Cellars is dedicated to making high quality wine accessible, convenient and enjoyable. A division of Penrose Hill, Stupendous Cellars delivers a portfolio of wines that over deliver and showcase the finest expression of the region and terroir from where they are sourced. The company’s portfolio includes brands, Right Now, a suite of canned fine wines; Bodewell, a portfolio of wines showcasing distinct terroir, where for every bottle sold $1.00 is donated to Wine to Water; and Devil’s Advocate, wines sourced from California’s prominent growing regions, offering a unique user experience with augmented reality.