Tesco grasps app possibilities

08 January, 2010

The drinks industry is set to go phone app crazy in 2010 with a plethora of launches heralding wider user of the medium as a communication tool with consumers.

Tesco has become one of the first major retailers to facilitate sales of wine through its wine app for the iPhone.

Diageo has launched two apps – an online tool to help consumers choose the right whisky, and a Smirnoff guide to London nightlife in collaboration with Time Out magazine.

The Tesco app will allow users to take a picture of a bottle label and receive tasting notes, product info? and guide price, if it’s stocked by Tesco’s Wine Club.

Tesco claims the technology used allows the phone’s camera to recognise a wine label in the same way the human eye would, even if it is partially obscured, tilted or viewed in difficult light.

The app also allows users to search a database of wines by colour, menu, budget or country of origin.

aura Wade-Gery, chief executive officer of tesco.com, said: “We hope this will democratise wine and de-mystify wine know-how by making information much more accessible.”?Purchases can be made from Tesco’s by-the-case service from the user’s phone.

Tesco also trialled a food and wine?-matching service on Twitter prior to Christmas and plans to make it a permanent fixture later this year.

Diageo’s free Malt Master app allows users to search for a malt either by proximity to a known favoured brand or region, or for food?-matching purposes.

Tiger Beer and Carling are among the early adopters in the drinks marketing community which have already launched phone apps.




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Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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