Tesco grasps app possibilities

08 January, 2010

The drinks industry is set to go phone app crazy in 2010 with a plethora of launches heralding wider user of the medium as a communication tool with consumers.

Tesco has become one of the first major retailers to facilitate sales of wine through its wine app for the iPhone.

Diageo has launched two apps – an online tool to help consumers choose the right whisky, and a Smirnoff guide to London nightlife in collaboration with Time Out magazine.

The Tesco app will allow users to take a picture of a bottle label and receive tasting notes, product info? and guide price, if it’s stocked by Tesco’s Wine Club.

Tesco claims the technology used allows the phone’s camera to recognise a wine label in the same way the human eye would, even if it is partially obscured, tilted or viewed in difficult light.

The app also allows users to search a database of wines by colour, menu, budget or country of origin.

aura Wade-Gery, chief executive officer of tesco.com, said: “We hope this will democratise wine and de-mystify wine know-how by making information much more accessible.”?Purchases can be made from Tesco’s by-the-case service from the user’s phone.

Tesco also trialled a food and wine?-matching service on Twitter prior to Christmas and plans to make it a permanent fixture later this year.

Diageo’s free Malt Master app allows users to search for a malt either by proximity to a known favoured brand or region, or for food?-matching purposes.

Tiger Beer and Carling are among the early adopters in the drinks marketing community which have already launched phone apps.

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