QR codes catch on with grands crus

Château Brown has become the latest Bordeaux estate to introduce a Quick Response code to its labels.

The code will be used immediately in advertising materials, before being featured on the bottles themselves in autumn 2012, appearing on the Château Brown 2010 red and 2011 white.

This move by a Bordeaux estate to offer customers quick access to information about its history and wines was first adopted by fellow grand cru Château Pichon Longueville Baron in November 2011.

Describing the move as “a new way of talking about our wines”, Château Brown’s manager Jean Christophe Mau remarked: “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.”

The QR code takes users to a smartphone mini-site for the Pessac-Léognan estate, which is available in both French and English.

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