The Future of Wine Marketing: Aromatic Labels

In a pioneering move, a Lyon-based company (France), 15-1 Diffusion, co-founded by Didier Janot and Antoine Quinzin, is revolutionizing the wine and spirits industry with a novel approach to marketing: aromatic labels. This innovative technique involves integrating microcapsules for aromatic diffusion into the packaging materials, offering a unique olfactory experience to consumers.

Initially, Janot and Quinzin made their mark in the eyewear industry, creating frames using various bio-sourced materials, such as algae, oyster shells, and recycled elements like fishing nets. Their journey from eyewear to the world of wines and spirits is marked by their groundbreaking patent in microencapsulation. This process, dating back to 1942, has been refined by their company to integrate microencapsulation into the mass or surface of materials, thereby transforming them into mediums of scent diffusion.

The microcapsules used are oxygen-impermeable, ensuring the preservation of the active aromatic principles. The technique allows for an endless array of aromatic molecules to be infused into labels, corks, and various other materials including paper, cardboard, fabric, leather, wood, metal, and glass. The scent release can be continuous or activated by touch or temperature – a feature that enhances consumer interaction with the product.

One of the most intriguing applications of this technology is the potential for educating customers in wine aromatics without actual tasting, a concept Didier Janot refers to as "tasting without tasting." This could be achieved through scented kiosks in wine cellars or retail environments, guiding novices and undecided customers in their selection process. Additionally, the technology is being adapted for use in wine and spirit bottle labels and corks, offering an olfactory preview of the beverage inside.

Apart from enhancing the sensory experience, Janot's technique also offers a solution to counterfeiting. Invisible data can be printed onto labels or packaging, providing a discreet yet effective way to authenticate products. While glass is also a viable medium for microencapsulation, Janot recognizes potential interference with the wine's inherent qualities, preferring other materials for scent integration.

15-1 Diffusion's foray into the wine and spirits industry with their patented aromatic microencapsulation technology stands as a testament to innovation and versatility. By marrying the worlds of scent and taste, they are not just reshaping how consumers interact with these products, but also opening up new avenues in marketing and product authenticity.