Revolutionary QR Technology Provides New Marketing Insights on Michelangelo Winners: Winners Medals Scanned in Countries Around the Globe

Tuesday, 1 May, 2018
Michelangelo International Awards
The first South African drinks competition to embrace QR-code technology, the Michelangelo International Wine and Spirits Awards has opened the door to providing its medal winners with unique insights regarding the global markets where their wines and spirits are being scanned for further information and general interest.

Since last year’s awards were made in September and winning producers sent their QR coded bottles to the market-place, Michelangelo organisers have tracked scans from no less than 58 countries around the globe, providing insights into the level of interest in the products internationally.

Lorraine Immelman, founder and CEO of the Michelangelo Awards, says “Michelangelo  sees itself as having a responsibility to pioneer technology initiatives which add value for our winners, and secondly, to entrench the faith the market-place has in the Michelangelo’s winning wine and spirits brands.

“Using various experts in the field of digital marketing, Michelangelo last year embarked on a ground-breaking project of providing QR coded information for medal winners that - as far we know - is a world first for any wine competition. Once scanned on the smartphone of the retail, restaurant or hotel customer, the code allows access to succinct and varied information on the product, including tasting notes, the producer’s story as well and a guide as to where the specific product can be purchased and/or ordered.”

“It is quite incredible to see the interest the Michelangelo QR coded decals have attracted from around the world,” says Immelman. “Europe and America showed tremendous activity, as well as China – which is to be expected, seeing as 50% of all wine-buying there is done on-line! But it is also insightful to see the digital activity from countries such as Tunisia and Botswana. What’s more, due to the level of sophistication the developers of the technology applied, we are able to track the precise location of where the wines and spirits were scanned. In America, for example, we can see the physical interest in the wine shown in the various products in states such as Alaska, Georgia and California.”

Adding value to Michelangelo entries

Immelman says the technology’s aim is to add value to producers entering Michelangelo.

“The QR code provides the consumer or potential consumer with detailed information on the provenance and unique features of the product in the bottle,” she says. “Secondly, it allows us to detect where and when and how frequently each QR coded product was scanned, and with which device, i.e. Androids, ios, Smartphone, tablet, etc. This information can be fed back to the entrants, giving them useful marketing insights.

“It is a new phase for South African wine technology, and Michelangelo is proud to be the originator thereof.”

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Douglas Green Chardonnay with the revolutionary Michelangelo QR enabled decal
Douglas Green Chardonnay with the revolutionary Michelangelo QR enabled decal

Michelangelo QR enabled decal
Michelangelo QR enabled decal



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