As social media is increasingly becoming an embedded part of the wine industry, wine labels are also becoming a starting point for consumers to engage with a brand using digital social tools. Several local wine estates are experimenting with using QR codes on their wine labels, to allow users to experience videos, images and other interactive media about the wine brand.
In the USA, a new smart phone app was recently launched that allows less-savvy wine consumers to scan bottle bar codes to get instant tasting notes, scores and food pairings.The free app, called Natalie MacLean Wine Picks & Pairings, works by snapping a picture of any bottle label's bar code to access a database of 150,000 wines at liquor stores across the United States and Canada. Natalie McLean is a well-known Canadian wine writer.
The app has already been downloaded 100 000 times as wine drinkers jump at the opportunity to have a guide with them while shopping for wine, giving instant access to information about thousands of wines.
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