I was told about a clever new application for the iPhone that has just been released by Tesco in the Apple iTunes Store: Tesco Wine Finder

I recorded a brief video of my first trials – see what you think.

Seems pretty clever use of technology to me – combining label recognition (to save retyping details), social aspects such as sharing your review of the wine, and online shopping.

I will have a more in-depth trial of it, but at first glance this seems like a good way of encouraging consumers to look at what they are drinking a little more closely and recording the wines they liked for future purchase.

Disclosure: the application only works for wines listed by Tesco and I only had a couple readily to hand, so I have used one that I am involved in supplying to them, the Castillo San Lorenzo Fincas, for demonstration.