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Carpineto embraces QR coding

Carpineto’s first shipment of wines with Quick Response codes on the back label has recently landed on UK shores. Carpineto took the decision to add the QR codes to its most distributed wines in summer 2010 and plans to add them to all products in the near future. Carpineto is the first winery in Montepulciano to adopt the technology.
“We are very proud of our decision to use this technological innovation to communicate our wines to the consumer” stated Antonio Zaccheo of Carpineto. “We hope the technology and content will appeal to the technology-savvy younger market and underline our position as the most innovative estate of the region”.
The technology was invented more than 15 years ago in Japan but the benefits are only being harnessed by marketers with the increased penetration of smart phone technology. It is becoming popular due to the immediate engagement with customers that it offers to companies. Many smart phones already come with a QR code scanner but if not a free app can easily be downloaded to enable the consumer to access the mobile website with the additional background information about the product.
Carpineto products available with QR codes in the UK are Dogajolo IGT Toscano, a young “super-tuscan” blend of Sangiovese and Cabernet Sauvignon and their Chianti Classico DOCG. The Carpineto QR micro site offers detailed product information as well as serving temperatures, food matching ideas and a feedback form to post comments.
Dogajolo is available at Majestic £9.99, while the Chianti Classico is widely available in the independent on and off trade. Stockists include: Everywine, Slurp, Avery’s, Wineman.
Carpineto wines are exclusively distributed by Hallgarten Druitt in the UK.

About Hallgarten Druitt

Based in Luton, employs 120 people and distributes to all parts of the trade. Turnover stands at £38m. Among its agency producers are Moutard (Champagne), Marchesi de’ Frescobaldi (Tuscany), Michele Chiarlo (Piedmont), Bodegas Ondarre (Spain) Saint Clair (New Zealand), Hamilton Russell (South Africa), Parducci (California), Quady (California), and Echeverria, Carmen & Oveja Negra (Chile).

March 2011

1 April 2011 - Felicity Murray