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QR technology creeps onto latest wine labels
Slowly gaining acceptance in the wine trade is the adoption of QR (quick response) technology involving label-based two-dimensional bar codes which, when captured with a mobile phone, take you to the wine’s website.
The tool, widely used in Asia, and popular in Japan since the mid-90s, has been applied to the repackaged Portuguese brand Tagus Creek, and New Zealand’s latest label, Insight, from Vinultra.
Fleur McCree, co-owner of Vinultra, explained: “All you need to do is download a free application to read the QR codes and although we’re not really using it in the UK, in Asia it’s a phenomenon, where use of the codes started back in 1994 on most music and FMCG products.”
Essentially, the codes are a way to bridge the gap between the offline and online worlds, and provide an opportunity for wine producers to provide consumers with the latest details on what they’re drinking, without having to constantly update back labels.
To the casual observer however, they look like nothing more than a black and white pattern in a square box.
“The codes give people more reasons to take the wine home and discover more,” said McCree.
She also stressed the benefits for brand owners. “The cool thing about the code is that it means you can change the content behind the scenes on a day-to-day basis so that every time you capture the code you know there is something new.
“The code can also link to different content according to the retailer.”
Europe and the US have been slow to adopt the codes, although McCree points out that Pepsi has started putting them on cans and UK retailer M&S has got them on some products.
Tagus Creek, which launched its new look at last week’s LIWF, is hoping consumers will use the QR code to link to its website to view videos of tastings.
The Portuguese wine now has brail incorporated into its latest label, as well as an enlarged font to highlight its mix of indigenous and international grape varieties.
New Zealand’s Insight wine is a completely new brand for the UK market through importers Buckingham Schenk.
Including a Sauvignon Blanc, Pinot Noir, Pinot Gris and Riesling, the wines from Marlborough are made by ex-Cloudy Bay head winemaker Eveline Fraser.
Patrick Schmitt, 24.05.2010
Very good! look at My QR page for more applications:
http://www.miidupre.com/qr-codes
QRcode will be a strong marketing tool and it is free!
Can you comment on how QR compares to the traditional barcode?
I’ve seen these QR bar codes in action – such a clever invention! It gives the wineries an opportunity to ‘talk’ to their consumers at the point of sale and to bring the wine to life.
QR codes can do a lot – potentially powerful marketing tool! I’m a believer and am using them for my own business. Norma Kamali had QRs all over her show at Fashion Week. Here is a link to an article describing how she used them: http://ht.ly/1PTcr
Mobile barcodes – QR and Microsoft TAG – will give marketers the ability to interactive with consumers when the consumers want to reached – during the shop, learn, buy continuum. While generating a mobile code is free, success will come via a well defined strategy in a company’s marketing plan. Learn more: http://bit.ly/9JWbIu
We launched our new-look labels using QR codes last October. WE think of the code as an opportunity to make a static piece of real estate more dynamic. We offer more information about the wine as well as a Schott Zweisel stem pairing. It is very cool technology but not sure why it hasn’t been embraced by more marketers in North America. Here’s our homepage with details: www.chateaudescharmes.com
I’ve designed a mobile landing page for Quevedo in Portugal. Quevedo was one of the first in that region to use the codes on their port wine. QR Codes act as a go between for brands that want to add interactive features to their marketing campaigns.
http://www.popabroad.com