The label of this wine transports you back to the Ice Age using augmented reality

his isn’t the first time that the Maîtres Vignerons de Saint Tropez have ventured into innovation. Their latest project introduces what they describe as “the first French wine to offer a fully interactive augmented reality experience built directly into the bottle”, as per a press statement. For the 2025 vintage, the Grain de Glace label expands its enchanted bestiary – launched in 2008 – with a new arrival: an XXL mammoth. And this year, the magic comes with an extra twist thanks to a 3D feature accessible via a QR code.

“Once scanned, a page automatically opens and a giant 3D mammoth emerges in its natural environment. Consumers can walk around the creature, zoom in, rotate it and even take selfies or videos with the mammoth before sharing them on Instagram or Tiktok”, adds the press release.

Blended from Cinsaut, Grenache and Syrah, Grain de Glace has become the Maîtres Vignerons de Saint Tropez’s “benchmark winter rosé with more than 140,000 bottles sold annually in a number of countries”, says the statement. Released on December 1, just after the new vintage is completed, the winter rosé aims to “buck the trend” say its creators. Each year it dons “a fairy-tale livery revolving around an iconic animal”, from deer to pandas, and now a mammoth. For those eager to discover the augmented reality experience, and sip a glass of winter rosé, the 2025 vintage featuring the mammoth was released on December 1 in 75cl bottles (€12.95 incl. VAT), magnums (€32.10) and jeroboams (€116.25) both online and from wine retailers carrying the co-operative’s range.