Château Brown launches QR code

03 January, 2012

Pessac-Léognan grand cru estate Château Brown has introduced a Quick Response code for its forthcoming vintages.

From this autumn, bottles of the 2010 vintage of Brown red and the 2011 vintage of Brown white will carry the QR code, which will appear on advertising materials immediately.

Consumers can scan the code with their smartphones in shops, and it will take them to a mini-site giving them information about the wines. The move is the first step in Château Brown’s digital strategy.

Jean-Christophe Mau, who runs the estate, said: “It’s a new way of talking about our wines. We have to be trendsetters with this type of new communication technology. It gives us more scope for talking about the care that goes into our winemaking process than back labels do. 

“This QR code, which you can scan with your smartphone when you are at a retail outlet, a restaurant or at home, gives you access to a mobile mini-site, available in French or English.”




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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