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Italian and American Wineries Engage Consumers with QR Codes on Labels

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Italian and American Wineries Engage Consumers with QR Codes on Labels

Carpineto Winery is claiming to be the first winery in Italy to leverage quick response codes, printing them on its wine labels to distribute in the U.S.

The 2-D barcodes will be featured on the brand's latest vintages of Chianti Classico DOCG, Vino Nobile di Montepulciano Riserva, Dogajolo Rosso IGT and Dogajolo Bianco IGT. Once scanned, they will provide consumers with more information about the wine they choose.

"Today's customers demand fast and comprehensive information," said G.C.Sacchet, winemaker and co-founder of Carpineto, in a statement. "The modern smartphones ... can interface with the internet and obtain the vital statistics of each wine. To facilitate this transfer of information, we've ensured that the data arrives to the end consumer's smartphone in their language of choice."

Carpineto may claim to be the first wine label to feature QR codes in Italy, but many American wineries have adopted this tactic. J Vineyards and Winery in California began including them on its wine labels this month, allowing consumers to watch a one-minute video educating them on the wine and suggested food pairing options.