Digital Wine

How QR Codes Facilitate New Markets for Small Wine Industries

  • Tara Brabazon
  • Mick Winter
  • Bryn Gandy

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-vii
  2. Tara Brabazon, Mick Winter, Bryn Gandy
    Pages 1-3
  3. QR Codes: Potential, Possibilities and Trajectories

    1. Front Matter
      Pages 5-5
    2. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 7-19
    3. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 21-27
  4. From Push to Pull Media

    1. Front Matter
      Pages 29-29
    2. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 31-38
    3. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 43-52
  5. Integrating Wine Media

    1. Front Matter
      Pages 53-53
    2. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 55-85
    3. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 87-96
  6. New Zealand and the Potential of QR Codes in Regions and Small Nations

    1. Front Matter
      Pages 97-97
    2. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 99-106
    3. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 107-112
    4. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 113-124
    5. Tara Brabazon, Mick Winter, Bryn Gandy
      Pages 125-127
  7. Back Matter
    Pages 129-135

About this book


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.


Aotearoa Wine Producers and QR Codes Digital Technology and Wine Distribution Digital Wine Geosocial Networking and QR Codes Mobile Technology and Marketing New Zealand and QR Codes Push and Pull Marketing QR Codes QR Codes and Wine Media Social Networking and QR Codes The Rise of QR Codes Wine Marketing Wine Media

Authors and affiliations

  • Tara Brabazon
    • 1
  • Mick Winter
    • 2
  • Bryn Gandy
    • 3
  1. 1.Charles Sturt UniversityBathurstAustralia
  2. 2.Charles Sturt UniversityBathurstAustralia
  3. 3.New Zealand Public ServicePipiteaNew Zealand

Bibliographic information

  • DOI
  • Copyright Information The Author(s) 2014
  • Publisher Name Springer, Singapore
  • eBook Packages Business and Economics
  • Print ISBN 978-981-287-058-2
  • Online ISBN 978-981-287-059-9
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site
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