Will the Apple Vision Pro revolutionize the drinks industry?

The era of “spatial computing” took its inaugural step on Friday with the debut of the Apple Vision Pro in the United States. The question looms: can augmented reality truly redefine our world, extending its influence even to the drinks industry? Observing the whimsical snapshots circulating on social media featuring individuals sporting Vision Pro goggles might lead one to dismiss this new gadget as a mere plaything for enthusiasts of cryptocurrency.

Yet, it’s worth recalling that we once found amusement in the sight of city professionals toting briefcase phones in the 1980s. Back then, the prospect of widespread technology adoption seemed improbable, let alone the idea of it revolutionizing the world. However, by the late 1990s, that is precisely what occurred.

Priced at US$3,499 (and with additional accessories, potentially more), the Vision Pro may resemble the early portable phones – not an everyday sight on the streets in the near future. Nevertheless, the crux of the matter lies in the revolutionary nature of the technology, as it alters our perspective on the world, blurring the line between the virtual and the real, reshaping our daily lives and professional routines.

This concept is termed augmented reality, or, in the words of Apple’s CEO Tim Cook, “spatial computing.” It introduces the digital realm into your living space or workplace, essentially overlaying the ‘real’ world with digital visuals.

In theory, this innovation has the potential to replace traditional devices such as televisions, personal computers, mobile phones, game consoles, projectors, and much of the conventional ‘tech’ found in domestic and professional environments.

The potential impact of augmented reality on the drinks industry is considerable. In this examination, db delves into how this emerging technology category will influence the beverage sector.

Interactive and Immersive Tastings Much like pure virtual reality, the most immediate application for augmented reality becomes evident in the domain of drinks education.

Consider this scenario:

Picture yourself engaging in a wine-tasting session with a producer situated in a different country, where language poses a barrier.

The potential for instantaneous translation has already been demonstrated.

3. Real-Time Captions and Translationpic.twitter.com/sAhQYHvhYM

— Alvaro Cintas (@dr_cintas) February 3, 2024

Subsequently, the wines would be presented before you via a live stream, within a virtual tasting room meticulously replicating the producer’s or distributor’s own facility, complete with real-time translation. As a participant, you would find yourself seated in the room alongside other learners.

Examining each wine label would trigger the producer’s website to appear, featuring a video showcasing their vineyards and production facilities. Imagine being instantly transported to a vineyard on the opposite side of the globe, be it in Mendoza, Napa, or Bordeaux.

Simultaneously, a cluster of tasting notes would materialize in the air, providing you with the option to edit and share comments with fellow users. Virtual presentations of food dishes, accompanied by recipes demonstrating how to pair the wine with food, would also be incorporated.

This is not an exaggeration. The genre of videos already produced by Joanna Stern, a tech reporter for the Wall Street Journal, who has been reviewing the device, vividly illustrates how our connection with food and drink could undergo a profound transformation.

The prospect of acquiring detailed new recipes and information about novel beverages will soon be just a tap away.

You won't find it in Apple's marketing but the Vision Pro is the ultimate cooking computer. Was one of the moments where I could really see the future… pic.twitter.com/ph8n0NgUHI

— Joanna Stern (@JoannaStern) January 30, 2024

In the on-trade sector, the business prospects for the drinks industry are equally noteworthy. Within the on-trade, the device could evolve into a valuable tool for expeditious stock assessments, offering a myriad of applications.

Consider this scenario: a quick glance into a fridge prompts the device to scan all the products, identifying items that are nearing depletion and facilitating automatic reordering. A sweep of your eyes across the back-bar could provide real-time insights, indicating precisely when to replenish vodka and whisky based on current sales data.

These are the types of applications that could potentially materialize with augmented reality.

The bartender let me record him mixing my drink in Spatial Video. It’s in 3D on the Apple Vision Pro headset.

Then I let him try it on. He loved it! “This is so cool. In a pretty good bartender.” ???? I’m telling you, it’s pretty cool to try out. https://t.co/7TqhLX6QTw pic.twitter.com/0g6Ir1aeWd

— Matt Swider (once-a-day tech deals @ The Shortcut) (@mattswider) February 3, 2024

Transparency

The growing consumer demand for comprehensive information about their wine, beer, or spirits is now set to be readily accessible to all.

This encompasses details about the product’s environmental impact, the community and production methods employed, as well as health and nutritional information.

While QR codes and other technologies have allowed consumers to scan bottles and explore brand information, along with apps that enable image recognition for additional details, Vision Pro eliminates the two or three steps currently required, which act as significant barriers.

Consumers can effortlessly stroll down a drinks aisle in a supermarket or off-licence, focus on a product, and instantly access all pertinent information, including calories, ABV, production specifics, and pricing relative to other retailers.

This capability enables quick assessments, allowing consumers to determine whether that bottle of Champagne offers the best deal or if the unfamiliar red wine is a wise choice.

Landscapes and Agricultural Applications

On the production and agricultural fronts, augmented reality holds the potential for radical transformation in vineyards, wineries, and breweries.

Vineyard management could integrate drones and augmented reality for vine analysis. Picture walking among the vines or hop bines with an augmented reality device meticulously monitoring the condition of grapes or hops, details that might elude the casual human observer.

Moreover, augmented reality could be combined with historical and upcoming weather data to furnish an analysis of the likelihood of mildew or other undesirable conditions, providing guidance on preventive measures.

Once production commences, augmented reality can play a pivotal role in training staff. Apprentices could receive step-by-step instructions on various stages, from wort or must handling to the fermenting vessel and packaging.

These applications represent just a glimpse of the immediate and apparent uses of this technology.

If Not Now, When?

The timeline for widespread adoption of this technology remains uncertain, whether it’s five, ten, or more years until it becomes commonplace.

Consider the briefcase phone of the 1980s. A decade later, mobile phones were ubiquitous. Another decade passed, and smartphones were in everyone’s hands. These devices revolutionized social media, instant news and information access, and facilitated the instant ordering of products, transforming delivery services and giving rise to companies like Uber, Airbnb, and numerous others, shaping the world as we presently know it.

Will the integration of augmented reality happen sooner than anticipated? Quite likely. Currently, there are already 600 apps available for the Vision Pro. Reports suggest that Apple is actively developing the next version of its operating system for the device, while other manufacturers are creating alternatives to Apple’s system. The level of research and development in this field is unparalleled since the early days of the mobile phone. The potential market is substantial, with Digi-Capital’s research indicating that augmented reality could have generated revenue exceeding US$70-75 billion by the previous year alone.

Very soon, we might find ourselves perceiving the world through a new (digital) lens.