In a winery, every visit is a unique moment. Visitors discover your world, taste your wines, talk with you, and enjoy an authentic experience. Yet once the visit is over, most of these encounters lead nowhere. Visitors leave with a pleasant memory… but often without leaving any trace.
For many wineries, this is a frustrating reality. During open cellars events, tastings, or special occasions, many people pass through the cellar. But it is difficult to know who they are, whether they enjoyed your wines, or if they will ever return. Visitors sometimes go to several wineries in the same day and later forget where they discovered a wine they liked. An opportunity to build a relationship with these potential customers disappears almost immediately.
The challenge for wineries today
Today, every tasting should be an opportunity to build a connection with visitors and grow your customer base. However, without the right tools, it is difficult to turn this convivial moment into a commercial opportunity.
Most wineries still rely on word of mouth or on visitors’ memory in the hope of seeing them again. But in a world where consumers are constantly being solicited, this strategy quickly shows its limits. Without data, it becomes difficult to follow up with visitors or remind them of their experience at the winery.
Visitors want an experience, not a form
Today’s consumers do not necessarily like leaving their contact details, especially when asked to fill out a traditional form. However, they are much more open when there is a playful experience or a challenge involved.
When the process is simple, fast, and offers an element of fun or recognition, visitors are happy to participate. A connected tasting then becomes more interactive and memorable, while creating a real connection between the winery and the visitor. This playful moment helps both engage the visitor and create a lasting first contact.
For the winery, the benefits are immediate. You now know who visited your estate and can stay in touch with these visitors after they leave.
Why this solution?
At Univerre, we work with various technologies to connect the physical world of wine with digital experiences. Among these technologies, NFC tags play an important role, especially when they are integrated directly onto bottles or labels.
NFC tags make it possible to create an interaction between a bottle and a smartphone simply by bringing the device close. This technology is particularly useful when you want to track a bottle’s journey, know where it was opened, or extend the consumer experience after purchase.
But not all digital wine experiences have the same needs.
When an interaction takes place directly at the winery, during a tasting or an event, the situation is different. The goal is no longer to track the bottle over time, but rather to create a simple and immediate point of contact with visitors on site.
In this context, the QR code becomes the most suitable solution.
A simple solution to implement
First of all, it allows for extremely easy implementation. You simply display a QR code on a visible support—such as a stand, poster, or tasting counter—so visitors can immediately interact using their smartphone.
When the interaction happens directly at the winery, there is no need to know where the bottle will be consumed later. The experience takes place on site, at the very moment of the tasting. The QR code therefore becomes a natural entry point to this digital interaction.
The experience has been designed to be easy to deploy in a winery, without technical complexity for on-site teams. Univerre handles the entire setup: from creating a customized digital page in the estate’s branding to generating the QR code and configuring automated emails sent to participants.
The goal is to enable wineries to offer an interactive experience to their visitors while collecting valuable data for their communication. The solution also includes a marketing dashboard to track participation, access collected contacts, and analyze the results of the experience.
Thanks to this turnkey approach, wineries can easily turn their tastings or events into real business development opportunities.
The tasting of tomorrow
Wineries have always been places of meeting, discovery, and sharing around wine. But today, these moments can also become opportunities to build lasting relationships with visitors.
By integrating a digital dimension into the tasting experience, wineries can not only engage visitors in the moment but also stay in touch with them after their visit.
Because a tasting should not only be an enjoyable moment. It can also become the starting point of a lasting relationship between a winery and its visitors—one that extends far beyond the tasting itself.
