I’ll confess, I’m pretty skeptical about WineryTale, a new service from Australia. But it’s got one — maybe two — features that seem to have commercial value.
A consumer picks up your bottle, scans the label and it comes to life with whatever content you want. Why am I skeptical? Well, I don’t think consumers will scan wine racks with their cellphone to decide what to buy. But, what do I know? I’m really old, but that seems like technology looking for a reason to exist.
The company concedes there are lots of wine apps already available that offer hard information, ratings and data. “They do a great job for their target audience,” says Dave Chaffey, managing director.
“But there’s a new generation of wine lovers, who are more interested in the experience, and they’re quite taken with the idea of discovering, and exploring – which is what Winerytale offers.”
“We’ve built the concept around the next generation of wine lovers – discovering the authentic story behind the wine, while weaving in elements of social media and some unique user interaction” said Chaffey.
“The concept is the ideal way to connect with the millennials generation – they’re the future. They’re the 25 to 40 year-olds, at the stage of life where they’re just starting to build the wine cellars that they’ll be stocking for the next 40-50 years.”
However, get this: The service says it enables you to sell both wine club memberships and to facilitate direct shipping. So, here’s how that might be really practical: You’re at a party and you find a particular wine more enjoyable than most. You scan the label and you order some to be delivered straight to your home.
The service originated in Australia, but the announcement doesn’t say how it has succeeded Down Under.