Using QR Code to Market Quevedo Wines
Five months after posting about our wish to find importers in the US and in the UK, we are now working together with P. R. Grisley to have our wines available in the United States. We are currently rewriting our back labels to include the specifications required by the US Alcohol and Tobacco Tax and Trade Bureau, TTB. We expect to have our Port and Douro wines available to seduce the American tastings by the end of February.
Well, having found an importer of our wines in the US would be reason enough to write a post, but what’s so special about it? Innovation? Differentiation? YES, WE HAVE!
We will add a QR Code in the back label of our bottles available in the US and in Portugal for Port Wine labeled with Quinta Vale D’Agodinho. What is a QR Code? Is a two dimensional matrix code created in 1994 by Denso-Wave, a Japanese company. “QR” stands for Quick Response, which permits the user to obtain the data at high speed with a scanner. Catavino and Adegga had recently written a couple of articles about the applications of QR-Codes for the wine industry.
And what info can you find and how to read it? To read you just have to download an application for your mobile here. Regarding the information in our QR codes, they will direct you to adegga.com where you can find other people’s opinion about Quevedo wine, check wine prices on other shops, view the winemaker’s note and much more.
We in Quevedo have been focusing in marketing our wines through Internet, using social media. After setting up the first blog of a Port Wine producer in late July 2008, we are now introducing QRcodes for Port and Douro Wine consumers. We still have much more work to do and things to create. Let’s see what comes next! Ah, and a UK importer is still a priority!
Oscar Quevedo
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Comments
Thank you Paul to share your nice post. Your predictions are now coming to the Port labeling!!
We will definitively follow up with this QR code experience here in our blog. And we want to know what people would like to find embedded. Share with us!
Nice. I was wondering when I would start to see QR codes show up on wine labels. Why to be out on the on the technical edge.
I recently changed my Twitter Avatar to a QR code and Paul Mabray got it, but I’m not sure how many others got it.
I do think the QR codes will be up and coming - we still need more cell phones, etc to integrate the technology better.
Andrew
Oscar, we can’t wait to begin work with Quevedo and I think the QR codes will be that “something extra” that consumers will enjoy as they explore new tastes here in the US. I firmly believe that we will start to see many more producers using QR codes to reach new consumers and helping to educate them about what they are searching for and purchasing. The even more exciting thing about all this is that it’s a Portuguese producer leading the way!!!!!
Cheers,
Michael
We have also been working with André Ribeirinho of Adegga to make a dynamic wine label by using the QR Code linked to the database on the Adegga website. We think it is a great idea! André has uploaded a very good video explaining the whole idea clearly and simply here - http://blog.adegga.com/dynamic-wine-labels/
Cheers!
Carrie
Nice work Oscar. Just to let you know that we are also going commercially with the QR Codes for the US and Canada. The size of the image is still an issue but we already managed to reduce it to 2×2 cms with excellent results. Keep us posted about your results.
Cheers!
Hi Carrie, thank you for your nice comment and link. Andre’s video makes it easier to understand. Very good to know you’ll also use QR Code technology José Eduardo. As more wineries join this technology, more impact we all have in the consumer.
We are currently testing the 2×2 cm QR code. Although this shorter than recommended version could bring some scanning problems with older phones, a bigger share of the back-label devoted to the code would make it impossible.
Congratulations Oscar and all of the Quevedo team!
Being a first mover (together with Cortes de Cima) is a great achievement. In an often conservative industry these kind of innovative approaches are certainly the way to go and get more drinkers / customers.
I’m happy we provide the technology behind the QRCodes and help Quevedo in this new world of online technology.
Oscar
Let me know when it hits the shelves in the US so I can write about it on Serge the Concierge.
Will be happy to taste your creations if a tasting takes place in the New York area.
A bientot
Serge
‘The French Guy from New Jersey’
Blog:
http://www.sergetheconcierge.com
Twitter:
@theconcierge
[...] the beginning of January 2009 we posted about using QR Codes in our wine labels. We are now realising the first bottles for the domestic market, [...]
Quevedo was founded in 1991 as a family owned business in the heart of the Douro valley, responding to the needs of the generations that preceded the associate founders. These ancestors were passionately dedicated to their vineyards and to the culture that surrounded the production of wine. Consequently, the company was created as a seamless marriage between the initial phase of production and the promotion and selling of their wines. Currently, the estate is comprised of 100 hectares located in the regions of Cima-Corgo and Douro Superior, producing both red and port wines from only the five traditional port grapes Touriga Nacional, Touriga Franca, Tinta Roriz, Tinto Cão and Tinta Barroca. 
Ryan and Gabriella (Catavino) - Amen to you both for this innovation and adopting this - I blogged about how great this was in 2006:
http://blog.inertiabev.com/index.php/2006/03/08/death-of-the-upc-code-we-wish/
and am so glad to see it in action. Mad shout out to you both. You’ll have to share more about what you embedded in the info and how the market reacts.
Way to start off 2009!
Paul Mabray
Chief Strategy Officer
VinTank.com