Top

Published in:

2022 | OriginalPaper | Chapter

5. Smart Packaging: The Labels Come to Life

Author : Mojca Ramšak

Published in: Social Impact of Wine Marketing

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Smart packaging, particularly smart bottle labels, is one sort of wearable technology. Because alcohol labeling requirements differ widely around the world, the chapter begins by describing the various regulations that have been implemented in the wine, spirits, and aromatized wine industries, as well as noting that Interactive Technologies, particularly Virtual and Augmented Reality, are not adequately regulated in the alcohol industry. The notion and purpose of luxury products are used to further explain the personalizing of alcohol sales. The chapter also looks at QR codes on labels as a way for a vineyard to send information to a customer, as well as other appealing multisensory wine experiences.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Wearable Technology and Wine

next chapter Wearable Technology for Preventive or Curative Purposes

Alcohol labelling: A discussion document on policy options. (2017). Copenhagen: World health organization regional office for Europe. Retrieved August 24, 2021 from https://www.euro.who.int/__data/assets/pdf_file/0006/343806/WH07_Alcohol_Labelling_full_v3.pdf

Behrens, S., Wiedmann, K.-P., & Hennigs, N. (2013). Wine as luxury experience: A taxonomy of consumers based on best-worst scaling. In K.-P. Wiedmann & N. Hennigs (Eds.), Luxury marketing: A challenge for theory and practice (pp. 395–416). Springer Gabler.

Brabazon, T., Winter, M., & Gandy, B. (2014). Digital wine. How QR codes facilitate new Markets for Small Wine Industries. Springer Briefs in Business.

Eads, L. (2018, 21 June). New app turns any wine bottle into blind tasting quiz. The Drinks Business. Retrieved August 24, 2021 from https://www.thedrinksbusiness.com/2018/06/new-app-turns-any-wine-bottle-into-blind-tasting-quiz/

French, P. (2018, 21 May). Augmented reality beer labels in development. The Drinks Business. Retrieved August 24, 2021 from https://www.thedrinksbusiness.com/2018/05/augmented-reality-beer-labels-in-development/

Hancock, E. (2020, 18 September). Black eyed peas create AR music campaign with Barefoot wine. The Drinks Business. Retrieved August 24, 2021 from https://www.thedrinksbusiness.com/2020/09/black-eyed-peas-collaborate-on-marketing-stunt-with-barefoot-wine/

Kapferer, J.-N., & Bastien, V. (2009). The luxury strategy: Break the rules of marketing to build luxury brands. Philadelphia, Kogan Page.

Living Wine Labels [app on App Store and Google Play]. (2020). Retrieved August 24, 2021 from https://www.livingwinelabels.com/

Michman, R. D., & Mazze, E. M. (2006). The affluent consumer: Marketing and selling the luxury lifestyle. Praeger Publishers.

Regulation (EU) No 1151/2012 of European Parliament and of the Council of 21 November 2012 on quality schemes for agricultural products and foodstuffs; Consolidated version (OJ L 343, 14.12.2012, p. 1). Retrieved August 24, 2021 from https://eur-lex.europa.eu/eli/reg/2012/1151/2019-12-14

Spence, C. (2019). Multisensory experiential wine marketing. Food Quality and Preference, 71, 106–116. Retrieved August 24, 2021 from https://www.semanticscholar.org/paper/Multisensory-experiential-wine-marketing-Spence/9225828f5db5e8a10f59ab527f07076fa8f52f15

Teclemariam, T. (2019, 5 April). Five Ways Smartphones are Changing How We Drink Wine. Wine Enthusiast. Retrieved August 24, 2021 from https://www.winemag.com/2019/04/05/smartphones-wine/

The Wine Industry Advisor. (2019, 21 March). Smart packaging, tech labels, and emerging technology in marketing the wine brand on the bottle. Retrieved August 24, 2021 from https://wineindustryadvisor.com/2019/03/21/smart-packaging-emerging-technology-marketing

Title: Smart Packaging: The Labels Come to Life
Author: Mojca Ramšak
Publisher: Springer International Publishing
Book: Social Impact of Wine Marketing
Print ISBN: 978-3-030-89223-4

Electronic ISBN: 978-3-030-89224-1

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-89224-1_5

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"