Central Coast winery launches ‘first interactive wine label’

Terravant Wine Company, in California’s Central Coast, has launched ‘Scratchpad’, a new range of wines with mostly blank labels, ready for drinkers to customise and share via social media.

Scratchpad claims to be “the wine industry’s first interactive label”. Each bottle of wine has a largely blank front label, in the style of a sheet torn from a notepad, and comes with a charcoal pencil hung around the neck.

Customers are encouraged to draw and write directly onto the label, take a photo of their design, and share it via social media.

The wine range currently comprises three wines from California’s Central Coast: a Chardonnay and Pinot Noir from 2011, and a 2012 Sauvignon Blanc.

Eric Guerra, Senior Vice President of Marketing and Sales for Terravant explains: “This is an interactive label that encourages consumers to post their doodlings and messages online to the Scratchpad Facebook page and on Instagram – the goal is to encourage consumers to express their creativity, designing their own label with unique drawings or artwork”.

Customers can also create personalised messages on the labels if they’re buying the wine as a gift. Guerra stresses that the brand is not all about the label, though. He’s confident the wine inside matches up as well. “We made a very conscious decision”, he says, “ to offer prestige Central Coast wines all finely crafted here at the Terravant Wine Company”.

The wines are currently available in seven US states, including New York and Texas, with wider distribution expected from next month.