Vintners Add Tags to Wine Labels

Rachel Tamigniaux
Wednesday, Mar 30, 2011 at 8:00 AM
Wineries are using Microsoft Tag to boost in-store sales by sharing everything from reviews to food pairings.

Bonterra Wine Label 


Selecting the right wine can be a daunting task when you’re staring at an aisle of bottles. Fortunately, some wineries now use Microsoft Tag on their labels, allowing you to scan the Tag with your smartphone and instantly learn more about the wine, grapes, vintner, ratings, tasting notes, food pairings, and more.


With the wide selection of wines available today, 2D barcodes such as Tag also gives vintners an edge on the competition, enabling them to provide more information than a wine label or shelf space allows. Zero One Vintners was the first winery to adopt Tag. Its labels link readers to detailed information about each wine, including descriptions, winemaker, appellation, and vineyard, along with links to reviews, past vintages, and company details.


Zero One Vintners co-founder Kristin Vogele says it best: “Wine consumers are a passionate group that we think will be interested in real-time information about a wine they are considering. Giving our consumers the option to learn more about Zero One wine-making information while they are actually engaged in the shopping process will give us an edge when it comes to telling the Zero One story.”



Zero One Mobile Site



Bonterra, an organic winery, uses Tag on its bottles, advertising, and website to highlight its “Good Food Initiative” video, as well as provide information about its wines, vineyards, company, and cause.


A recent article in the North Bay Business Journal reports that several California vintners are putting social-media technology to good use, adopting tools such as Tag to expand their reach. Greg Gauthier of Bouchaine winery in Napa Valley says, “Over the years, many tools, digital and otherwise, have been developed to assist wine consumers in making purchasing decisions. We are embracing digital tagging technology because it allows us to put valuable decision-making information at your fingertips.”


WineInfoTag is a site dedicated to helping vintners and wine sellers use Tag technology. One wine retailer quoted on the site says, “When a customer wants to know more about a wine, I don't have to worry about whether my staff is familiar with it. They just snap the WineInfoTag. Tasting notes, food pairings, and reviews are displayed instantly.”


Tags could even be used to help customers submit an order right from their smartphone or link them to discounts for future purchases. The possibilities are endless.


Have you scanned a Tag on a wine label? What would you like to learn from a wine Tag? Let us know in the Comments below or on Tag’s Facebook or Twitter pages.



Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience



Capture customers in the moment and bring printed materials to life



Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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