How to use technology to enhance a product’s custom labels

QR codes have become a mainstay in many forms of branding and advertisements. At first, seen on fliers and posters for events, these bar code-esque blocks of information have become standards on food labels and other products, allowing customers to scan them with their smart phones and access useful information about the product online.

While these may have grown in popularity with the majority of industries, wines and other beverages have yet to catch on to the trend. With the certain exception of the Moore Brothers Wine Company, a chain of wine stores in the New York and Philadelphia region that are using QR codes to help customers gain information on the wine and vintners they may be interested in. This includes anything from world rankings to dinner recommendations.

In order to build this network of information and label design, the Moore brothers – who own the chain – traveled to the respective vintners they represent to obtain as much data as possible about their wines.

“For years, we’ve presented all of our customers with printed tasting notes that included not only a note about each specific wine they’ve purchased, but also background information on the region and winegrower,” says David Moore, the company’s chief technology officer. “Recently we figured out how to ‘codify’ food-pairing recommendations for each region and translate that into something a U.S. customer is likely to find in their local food markets.”

If other companies or vintners wish to use their product labels to provide more information to customers – whether it be through a QR code or right on the packaging – they may want to invest in Primera LX900 series color label printer to print and design these informative and technologically savvy custom labels.