This month, Bouchaine in Napa started offering shelf talkers, bottle-neckers and wine list stickers printed with digital tags for point-of-sale display.
Consumers who download the Microsoft Tag Reader application to their smartphone devices can scan these tags using their cameras, immediately linking to information about the wine, winery, varietal and recommended food pairings.
After the initial program launch, Bouchaine plans to print digital tags directly on bottle labels, beginning with the 2010 vintage.
“Over the years, many tools, digital and otherwise, have been developed to assist wine consumers in making purchasing decisions. Some of these tools did not really offer anything of substance,” said Greg Gauthier, Bouchaine’s vice president of wine production and sales. “We are embracing digital tags technology because it allows us to put valuable decision-making information at your fingertips.” Read More
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