The Company is being used as a case study with the introduction of a watermarked label system that associates a QR code with the bottle. As well as promoting a top level positioning for these wines, the smart label constitutes a model of Customer Relationship Management (CRM) based, on one hand, on conveying to the end consumer complex information about the product and, on the other, on the collection of strategic “big data” in order to guide commercial and product innovation policies.