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.”