An interesting initiative from the CIVB....the people who market and promote Bordeaux wines. They are trying to get a Bordeaux iphone App up and running. This will make it easier for any consumer in the World to identify a Bordeaux label and to learn more about that wine, the Chateaux and where it comes from. Click here for the story in Decanter.
This is all part of a new promotion 'Bordeaux Tomorrow', which sounds intriguing!!
The only difficult part could be:
'It is hoped the region's 9000 wine estates will upload information on their 15,000 to 20,000 wines during August and September despite the summer vacation and the impending 2010 harvest. '
I will follow this promotion eagerly. A positive initiative, but not too sure about the implementation.