One of the biggest names in wine is joining the ranks of QR marketing by introducing the code to their new black label Burgundy wines. Maison Joseph Drouhin, now in its 131st year of operation, has made the move in an effort to connect more directly with their consumers. The fourth generation Drouhins’, who manage the winery, are looking to move away from the imagery of an old, traditional winery being archaic and outdated.
Laurent Drouhin, overseer of Drouhin sales in the U.S., was the first to recognize the QR code for its possibilities for dynamic use and interaction. Laurent made the U.S. brand of the families wine the flagship for their QR efforts. Most bottles from 2009 can be found with the code on the label. This strategy will be expanding to incorporate the rest of the Drouhin wines this year.
The codes will link to information regarding the production of the wine, the history of the winery, and tasting notes provided by Veronique Drouhin, a trained oenologist. For wine coinsures, Veronique’s notes are particularly valuable as she is the “guardian” of the elegant style of the House.
The Drouhin winery has been recognized for its organic methods of production, first practiced by the winery’s patriarch Philippe Drouhin. Future incarnations of the QR code are
expected to have information on the benefits of organic production versus commercial production, as well as offer recipes and tips for organic living.
Since using the codes in 2009, the winery has seen a huge increase in interest among buyers and will be looking to take advantage of the code’s success.
