Technology innovation Wine, spirits and beer signs

What is the purpose of a wine label? or does it mean signs of spirit and beer? Clearly, the first answer to the question is: to comply with the rules of the TTB (alcohol and tobacco taxpayer). When done, the remaining label may be used to mark and market. The fact is, there is very little space on the bottlenecks to become creative with messages. Technology is now helping solve the limited space on labels using RFID (Radio Analysis System). Tap a smartphone on the NFC (Near Field Communications) tag embedded in a bottle to see what's up on your smartphone; assuming there is a mark on the label.

It depends on the budget winery and the number of smartphones that are enabled with RFID tags (new smartphones have built-in reader capabilities), wine, beer and alcohol producers can communicate directly with the consumer while standing in front of the bottle or can. These electronic signals can provide information in any format. The information can be audio, message or webpage opening automatically; choose a winery or craft the drinking company. An economical option is to use NFC tags embedded on a label or a very thin flexible film attached to a bottle.

This NFC technology has different names like Smart Labels, Tags, and OpenSense Tags; The moniker I use is a "Tap tag". Smart Labels (originated in the Consumer Goods Service) are running on food, personal care and laptop computers. Although very limited, spirits, beers and wines are recent participants. In fact, companies that use smart labels of meaning are not just big players in the food and personal care areas, but are also used by a small start. Basically, labeling leads to product manufacturers to give consumers more information than can be printed on labels. But the benefits of such signals are not just in providing more information, it is also about brands, loyalty, increased sales, etc.

QR code has been around for decades. They can do some of the actions that NFC can perform but limit. More about QR code versus NFC is included.

Twenty years ago, I participated in a gentleman who is an expert in RFID (Frequency Identification / ID) tag technology for casinos. His patented technology is used today to allow casinos to verify and monitor their casinos within a casino. Ken Smith, who wrote for Blackjackinfo.com on November 5, 2012, announced that Wynn / Encore Casino in Las Vegas began using embedded tiles with RFID tags in 2005. The point is: the complexity offered by "tag" technology allows companies to interact with consumers even before they buy the product.

A decade ago barcodes started allowing companies to track inventory, monitor items and adjust pricing instantly. Then the RFID tags came with as expanded product monitoring capabilities passively and actively; read and write information on an RFID tag. Depending on the ability of the RFID tag, not only can you read information from a kind, but that signal can also be written to; add more / different / updated information about the tag. We do not want to forget about the Quick Response Code (QR) that most smartphones can read visually and provide a response to the screen with a link to landing page. The QR code, found in 1994, has a similar use as the barcode. Smartphones today come with QR trainers and a newly developed antenna to interact with the NFC badges.

The result of RFID technology that is getting confirmation is the fast NFC tag. Strong President NFC technology comes from the Food Manufacturers Association and the Food Marketing Institute-SmartLabel ™ group. They formed an alliance called Trade Partners Alliance to explore ways to be transparent with quick, reliable, passive and comprehensive consumer information. One of their applications includes NFC tags that take the consumer, via the smartphone, into the navigation page. All consumers need to do is click on the smartphone on the NFC logo on the packaging.

Use before, most packaging products have limited space for more information. The real estate available on a printable vine is not enough to provide a wealth of information that various consumers are interested in and / or need. Solution: Why can not a consumer be able to click on his smartphone against "label loss" on a product and instantly accept a URL / website / landing page that allows the manufacturer to share (in print, video or audio) with a potential customer regarding the product. Face I hear a lot: You can do enough time and money. The same saying applies to NFC technology. For our discussion, I'm taking the quickest and most creative flexible approach to new branding technology; NFC tagged, but did not forget about QR code.

This leads us to "here and now" the new technology that enables wine, spirit and beer producers to communicate with their customers. I'm talking about NFC (Near Field Communications), a technology that is currently being explored in Diageo, Coronado Brewing and Spain's Winery (Barbadillo Wines). In December 2017, Astral Tequila will feature NFC technology to promote consumer shopping. It has been reported by one representative / manufacturer of NFC applications, alcoholic companies realized a 30% increase in conversion rate when tested for NFC labels. Yes, NFC is part of many options that can be highly transparent to consumers.

An NFC-smart tag is actually an RFID tag that is approximately thin as 3 sheets of printed paper or 0002 inches. When tapers are marked with NFC smartphones that have built-in NFC tags, the phone receives pre-programmed information. For example, the user can direct to a predetermined page. The website / landing page to which the consumer is addressed can be designed as a winery, brewer or distillery considers appropriate. The information in the NFC can be approximately 7K in size. However, larger and fewer RFID tags can offer more talent and much more, but at the expense and participation.

One manufacturer of this technology that showed the NFC option for me was Metal Craft. "The potential for NFC to interact with customers in the beverage industry is subdued," said Austin Elling, Marketing Manager of Metal Craft. "Here are some examples of what can be programmed in one of our NFC tags: vCard for importing data in contacts directory, URL to open a specific address, plain text for displaying simple messages in smartphone, phone number for making a call , Geo location to open a specific destination, "says Elling. "For alcohol consumption, my experience tells me that branding and direct contact with customers are in the NFC seat. Wine production can decide to use NFC capabilities, announcements, promotional tests, first research, wine clubs, etc."

Digressing for a moment. Recently, Anheuser-Busch launched a new Tequila flavored beer that branded as Oculto Beer. The label of the beer was embedded with a label and battery that turned the eyes on the skull marker on the label. They placed a switch where most people would flip the bottle. Obviously it was creative and very expensive. Unfortunately, the consumers bought the beer for novelty label technology; Consumers did not look at the Tequila flavor and failed.

Relatively cheaply, you can read the NFC badges at a very close range, so you need to mark the area that contains the brand by turning off the smartphone. Some more expensive and capable RFID tags can be read / written at approximately. 200 feet. However, there are approximately $ 0.10 respectively affordable. However, the price does not include installation costs and integration with the landing page. Nathan Chandler writes in "How Stuff Works" reports, "Memory capacity and speed can handle cost that is an important thought for companies that want to distribute information extensive with posters or flyers … signals. About 30 cents, even in bulk , but the price should continue to fall until there are only a few pennies each [source: NFC Rumors]. "

Why would wine production, industrial or industrial investment companies strive for a new label? Below you can find some marketing programs that keep in mind:

· Protecting Brand Features

· Build Comprehensive Security Plan and Branding

· Consent to Consumers to Receive Product Reviews

· Detailed Product Information Retail, Retail, AVA, Winemaker Information, Pricing DtC (Direct to Consumer)

· E-Commerce Central Effort

· Customer Research

· Encourage Vineyards and Newsletters -ups

Coronado Brewing in Coronado, CA found that consumers were fond of their use of NFC technology (drop labels) embed in their coasters; "Consumers were holding beaches to show friends," said a press release from Coronado Brewing's marketing department. Coasters are unique use of NFC tags, because the craft beer industry is all about building brand research, positioning the beer as dexterity and crafts, and explaining the quality. The coaster application certainly achieved higher goals. Coronado Brewing knows that they must be real, accessible, authentic and revoked by delivering messages and experiences of being new. When the brand wins loyalty, the brand wins, says the company's marketing.

Coronado Brewing tested the NFC tag term with ThinFilm from San Jose, CA, and realized: "A brand can do the following without disturbing search engines or social media forums: Communicating directly with consumers, providing unique digital experience; and bringing surprise and delight customers with their terms, "said Bill Cummings, CEO of ThinFilms Electronics ASA.

Barbadillo Wines, with ThinFilm NFC tags introduced a contest for consumers on their website NFC generated visits, using a series of totally made numbers printed on each cork. Basically, they were promoting wine sales at retail level and at home when the wine was opened. "With the SpeedTap (ThinFilm trademark) used, consumers can interact with products and brands by clicking on the product list with their smartphones (no applications required). The smartphone," said Cummings. "The ThinFilm application was not on the label, though it could be, but on a bottleneck."

The immediate benefit of ThinFilm efforts was 10 times more traffic than social media and a 2.8x increase on average on the website. Furthermore, Barbadillo sold significantly more wine.

In the tobacco-related merchandise, TTB is entitled to a wine mark and it is a rather complex approval process to get a label that is designed to meet TTB requirements. However, it is important to know that I do not see a wine I appreciate, especially when looking for new wine.

Since I'm well aware, there are other information I would find interesting that would probably push me to become a brand loyalist. Looking at a 3.5-inch diameter bottle, it simply does not get a lot of copy about the product; Small printing does not work for me because I always forget to wear glasses. NFC could come to my rescue when looking for more information about wine.

Here's a potential scenario for showing my case.

Tell you to go to your favorite wine store to look for good wine as a host and you are interested in more information about the wine than it is on the label; Such information as food recommendations, information about winemaker, past wine prize, how big is the winery, comments about wine from other consumers. These are important information that you may want before purchasing the wine. Perhaps it is not information that is bio-safe, but it would certainly be good to know. Furthermore, I would probably become a loyal customer and maybe join a wine station.

Today, what options are available for additional information? I have long learned that large retailers are not reliable information. Maybe you get home and do some research online. But it's an easy way to get more information. The easiest and most economical would be the NFC mark on the bottle; The label or label would allow consumers to click on the smartphone on the bottle. When the consumer loses the NFC logo, their smartphone would draw up a website where all additional information about the wine would be available immediately. The information format can be anything.

All wineries or consumers can easily experiment with NFC tags. In fact, by going to Amazon you can find many manufacturers who want to sell 6 NFC tags for $ 8.00. These are thin, flexible marks of 1 inch square, although NFC tags can come in different sizes. Then go to YouTube and learn how to write (programming) the tag. As a consumer, you start to wonder why the wine, beer and distillery industry is not running this technology for their new labels.

Before going to this technology, wineries need to understand that there are costs associated with finding the best choice to integrate NFC technology into labels. It is also important to put the mark with the information that is requested to be on the mark. It is also important to integrate the brand, customer and product interface.

To date, we have reviewed NFC tags in general and focused on powerful applications for wine, spirit and beer industries and have analyzed QR code. It's important to understand, there are similarities between NFC technology and ubiquitous QR code. Any smartphone with camera and QR reader app can retrieve information from this code. NFC is the latest technology signal to retrieve information about programmed code. Google and Apple use NFC technology for their payment systems. Most of the smartphones that are now being manufactured have NFC labels.

To use QR code, companies decide what they want QR code to connect and uses computer programs to form the image.

Anyone can create QR code for free. I have created 2 QR symbols, one for my vCard and another one was graphic image and text about Image of Wine, LLC. This was simply simple to form; just fill in the online form. After creating a single QR code, I had to change my email address and phone number. The problem was that I had already printed a new brochure and business cards with now obsolete QR code. I needed to rearrange all promotional materials.

After testing the NXT NFC tag, I found that I could reprogram the tag with my smartphone; gave it only one mark.

Continuous image of the code must be printed on an advertisement or a product packaging. As I learned, if something changes the product or information, you must create a new QR code and print on new content and have to remove old content from the market. Furthermore, QR code is read by a smartphone camera and the success of reading code allows you to monitor environmental exposure, image quality, colors used and the camera itself. One good thing about QR code, they can be generated for free and NFC tags need to create a design and rewrite the tag. Finally, NFC tags are more reliable and versatile than QR codes. For information about large amounts, both landing page options need to be taken.

QR code can take consumers to specific information on a website and provides static information; However, the security and convenience of QR code is not equal to NFC tags. Furthermore, information that is directed from the QR tag depends very much on the size of the QR image; The larger the image is to get more information. NFC tags need not be visible at work.

If customization must be a problem with a bottle of wine, there must be a QR code for scanning and the colors used must be sufficiently dark to be readable on the smartphone. Furthermore, the consumer must open the QR code of the reader to scan the image. However, NFC tags offer complete freedom for design possibilities because the tag can be hidden and does not compromise the authenticity of the tag / tag.

In 2015, Mr. Tony Rosati wrote from Trust Point Innovations about QR code and NFC tags. He said, "NFC tags are more expensive (in the order of $ 0.10) than printed QR codes printed on the label. It is fair to assume that the product manufacturers would like to take advantage of the convenience and safety of consumers." Furthermore, "NFC tags" are very easy to use – just tap the tag. No special applications to open, it's built-in smartphone and NFC tags are safer than QR codes. "

The purpose of this article is to explain the new technology that the alcohol industry should explore as NFC technology is becoming commonplace, it is the relevant marketing tool handled by consumers today.

Consumers seem to love technology when it can Really worked for them. The same idea is portable for winery, distillery and brewer. With all the conversations of environmental labels in the wine, consumers are wondering why not NFC tags-convenient, quick, flexible, leading method of disseminating information and building loyalty .

Source by Steven Lay

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