Wine Labels To Carry QR Codes

2D QR format barcode labels add interactivity to your packaging

Some of the wines on our shops and supermarket shelves will soon be carrying QR codes, following a move by wine manufacturer McGuigan.  The Australian company has joined forces with John Torode, presenter of Masterchef, in an attempt to increase sales by making their products more engaging for consumers.

Invented back in 1994 by Denso Wave, a subsidiary of Toyota, QR codes where initially used to track automobiles during the manufacturing process.  However, the ‘two dimensional barcode system’ soon became popular outside the automotive industry, thanks to its greater capacity and faster scanning when compared to standard UPC Codes.

McGuigan have also launched a purpose built Smartphone app with which to scan the QR codes on their wine bottle labels.  Once they have scanned the QR code, the consumer is directed to a microsite and presented with information on that specific product.  In addition, the website also provides details of meals to perfectly match the specific wine.

The recipes have of course all been created by Torode, so you can be sure of a fantastic meal.  It is hoped that the move will allow shoppers to buy their food and wine in one stage, whilst also making the choosing of wine less daunting for those that are sometimes deterred by ‘wine snobbery’.

mcguiganAnother useful facet of the app is that it allows users to fill in details of their favourite foods and tastes.  Once the information has been input, the app is able to match and suggest food and wine tailored to the user’s palate.

McGuigan General Manager, Neil McGuigan, discussed how he envisages the app making wine and food matching more accessible to everyone:

“There is a lack of confidence amongst consumers, who are afraid to engage in food matching.  What we have tried to do is give consumers more choice and ideas.”

It is not the first time that McGuigan have turned to QR codes to help boost their sales, having used a system in Tesco and Sainsbury’s magazines back in 2011. The scheme, which provides information and advice on wines, was viewed as a success, having received over 9,000 responses.

It will be interesting to see if more companies in the food and drink industry look to add QR codes to their product labels in the coming months and years.  It is certainly a great way of engaging consumers with your offering – especially if you work in a niche market where many consumers are not up to speed on your products.

If you are looking to add QR codes to your product labels, whatever the industry, then please give our customer advisors a call on 01543 431 070 and we’d be delighted to discuss your requirements.  Alternatively you can send an email to and we will get back to you shortly.

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