Brancott Estate, a winery based out of New Zealand, has just launched their first Android and iOS app, and along with it, they've started putting QR codes on all of their wine bottles. When you use the app to scan the code printed on the label with your phone's camera, it offers food pairing suggestions, along with some more elbaorate promotions, like an augmented reality view and a puzzle game. The Brancott Estate app (called "World's Most Curious Bottle") also provides descriptions of aromas, and some info on the climate in which the grapes were grown for 14 of their wines.
While there are plenty of other apps out there that offer a broader selection of wines to reference, not to mention the ability to search by meal, it's not often you see retail products ship with legitimately helpful QR codes on them. For wine in particular, a few third parties have stepped in to provide rich data for wines, namely Cellar Key, which hangs a little QR code around the bottleneck.
Considering how little I know about wines, quick, in-store references like this can be hugely helpful when picking something out. Even seasoned wine-drinkers will appreciate the added level of detailed information set-ups like this can provide. It's just unfortunate that even after over a decade of being largely available, QR codes still haven't quite caught on. Maybe pairing up with apps will become more of a necessity if they're going to see any real use. I'm also a little worried that as much hype as there is behind NFC, it will end up in the same boat.
You can download the Android app at the link below, if you're curious. Do you guys use QR codes regularly? What would it take to get you to use them more often?