Yet another winery is adopting QR codes to power their mobile marketing campaign. Dry Creek Vineyard, an award winning winery based in California, will be including the codes on the latest incarnation of their flagship wine, the 2010 Fume Blanc. The codes will be displayed on the wine’s label. Dry Creek is following an increasingly popular trend amongst wineries in adding the code and hopes that it will help them better connect with consumers.
The codes will resolve to a short video showcasing a history of Fume Blanc. “It’s a connective experience,” says Bill Smart, director of communications for Dry Creek. By using QR codes, the winery is able to entice consumers to interact with their promotional efforts. Smart was inspired to use the codes after seeing other wineries adopt the technology and how popular it is becoming amongst consumers.
Dry Creek already has plans to expand their use of QR codes. Smart has been developing an idea where codes could be scanned at wine tastings to purchase the product. Expansion depends on how successful the campaign is, however, the results of which will not be known for several months.
As consumers become more reliant on the mobile devices, traditional forms of marketing and promotion have fallen by the wayside. New mobile marketing techniques are necessary o grab the constantly shifting attention of new age consumers. Wineries are not free from such trends, and have been eager to join the crowd of businesses adopting QR codes.
