Monday, October 4, 2010

SHELF TALKERS GET SMART


QR code

You see them nearly everywhere you buy wine – the shelf talker.  That's the little card which tells which flavors to expect in the wine and – most of the time – how the wine scored in the various wine publications.

Cellar Key can do that - and more.  Cellar Key's information is on a QR code – a two-dimensional interactive icon - which would usually be printed on a tag around the wine bottle's neck.  You scan the code with a QR reader in your smartphone, and, voila!  Everything you could possibly want to know about that wine is at your fingertips.  Scanning the code automatically launches a content-rich microsite, optimized for smartphone.

Cellar Key launched in September, 2010, and is featured on six wines - Argyle Pinot Noir and Vintage Brut from Willamette Valley, Oregon; St. Hallett Faith Shiraz and Poacher’s Blend from Barossa, Australia; Wither Hills Sauvignon Blanc from Marlborough, New Zealand and Argento Malbec from Mendoza, Argentina.

The Cellar Key technology offers digital access to information about the product on which its code appears, potentially providing the user with a virtual connection to wineries around the globe through the use of a smartphone.  Cellar Key was launched by Lion Nathan Wine Group in partnership with Scanbuy and its ScanLife technology.

You may start seeing the Cellar Key icons popping up in different places – not just as shelf talkers in wine stores.  The code could appear on wine menus and in printed articles or advertisements.  Users will instantly access resources such as winery videos, reviews, winemaker information and food pairings.  Of course, you can also share and engage on social media sites, including Facebook and Twitter.

Argyle's founder and winemaker Rollin Soles is thrilled to be a part of the launch.  “Cellar Key is a giant step toward bringing my story and the story behind the wine directly to the consumer,” Soles said, “establishing an instant connection to the wine through the palm of the hand.”

Lion Nathan USA General Manager Steve Myers said, “Premium wine consumers desire to learn more about the wine that’s in the bottle.  We are very excited to be...putting them in the driver’s seat.  Cellar Key not only lets us connect with our consumers, it effectively conveys a sense of place, personality and deeper understanding of the wine’s region and the winemaker.”

Plans to expand Cellar Key to other wines are slated for 2011 and beyond.