This book explores the way in which QR codes (Quick Response codes) can help the wine industry
facilitate distribution and more effectively market and sell their product. It examines the
interventions invention and opportunities brought about by QR codes for the wine industry. It
also investigates how QR codes can help enable regional development as well as information and
knowledge about winemakers and regions. The book begins with an introduction to QR codes. It
explains how to use them as well as shows how QR codes combine analogue and online promotion
and information dissemination. Next the book explores strategies and examples from the
creative industries small nation theory and emerging wine industries. It then goes on to
examine how to integrate QR codes with wine media including marketing the bottle and using QR
codes to build new wine regions. The book concludes with a case study of how Aotearoa New
Zealand wine producers deploy QR codes. QR codes can store and digitally present a range of
helpful data including URL links geo-coordinates and text and can be scanned by smart phones
making them a useful marketing and business tool. Presenting detail research on how QR codes
can enhance the relationship between producers and consumers as well as aid regional
development in the wine industry this book will be of interest to academics focusing on Wine
Studies small and medium sized enterprises (SMEs) and practitioners and researchers from the
creative industries sector. In addition while this book focuses on the wine industry the
information that it presents about QR codes is relevant and applicable for an array of
industries that require a tether between analogue and digital physical and virtual especially
food and primary production.
