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In this paper, we study the concepts, materials, tools, and applications that constitute what we call augmented reality (AR) for the wine industry. A comprehensive review of what are the basic multimedia content for constructing successful AR applications for wine products is given. To this end, we provide a detailed analysis of how AR technology is used to create augmented “live” wine labels, and how digital storytelling has revolutionized wine products marketing. Also, we describe the use of AR technology to promote winemaking companies to influence consumer preferences. Finally, we report the characteristics of future research directions and some open issues and challenges on using AR for wine product promotion.