Another Bordeaux estate has decided to add a Quick Response code to its label, as the wine industry continues to embrace new marketing techniques.

Chateau Brown, the winery located in the Pessac-Leognan appellation just south of the city of Bordeaux, will carry the QR code on its 2010 red and 2011 white Grand Vin vintages, and subsequent releases from the vineyard, the Drinks Business reports.

Following the precedent set by Chateau Pichon Longueville Baron in November, Chateau Brown's manager Jean Christophe Mau described the decision to include a QR code, which can be scanned with a smartphone to provide information from the internet about a product, as a "new way of talking about our wines".

"We have to be trendsetters with this type of new communication technology. It gives us more scope for talking about the care that goes into our winemaking process than back labels do," he added.