Carpineto, a popular winery in Italy, has announced that they will be using QR codes as part of their black label brands to be released in the coming months. The winery boasts of being the first Montepulciano winery to make use of the codes and hopes that they will offer a robust customer experience. The codes will be linked to a mobile website and will present viewers with detailed information regarding the wines as well as offer tips for service and pairing the wines with food.
QR codes first appeared in Japan, created by Denso Wave, a subsidiary of Toyota. They became popular with the people there after it was discovered that the codes could be scanned by smart phones and used to offer consumers a dynamic experience. They have become a cornerstone in Japanese advertising but their popularity outside of the country has been slow to spread.
The codes only really started grabbing attention in western society as smart phone rose to prominence. As more people begin to use smart phones and other mobile devices, companies have taken to incorporating the codes into their marketing campaigns. While they do offer an engaging experience for consumers, people have been slow to accept the black and white barcode simply because they do not know what it is.
Carpineto hopes that their use of the codes will appeal to the tech-savvy crowd. They are aiming to engage the younger market as a way to establish their position as an innovator in their industry.
The winery has plans to incorporate QR codes on all products they will be releasing this year and in the future.
