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What will the wine consumer of the future look like? - Comment

"Biodegradable can mean 25 years in a landfill," she says. "Customers aren't aware of that yet, but they will become more so. With compostable materials, you leave your bottle in a field, and eight days later it's disappeared." The move away from plastic could create a shift back towards glass. This doesn't mean that wine bottles will be immune from changes. Paper labels - both front and back - could be on their way out in the near future. According to Dr Gaye, embedded, scannable carbon-based labels are already in play on some fruit and veg, and there's no reason they might not migrate onto bottles, with consumers scanning bottles with their phones to access information that could be presented in a more engaging way. To an extent, this is already here – and is proving successful. Earlier this year, Treasury Wine Estates introduced its 19 Crimes range of wines, complete with augmented reality 'Living Wine Labels'. Customers download an app that makes the heads on the (paper) labels 'talk' and tell you their back-story. So far, the app has been downloaded 1.3m times.

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