One label, two markets, zero reprints.
Vinca Wines uses a single SmartLinks QR code on every can — and serves a different experience to EU and non-EU customers from the same printed label. Compliant in Europe, engaging everywhere else.
On scan, SmartLinks checks the visitor's geography and resolves the correct experience.
Visitors inside the EU see legally compliant product information — no marketing content.
Visitors outside the EU get the full brand experience: offers, competitions, story.
Vinca Wines produces premium wine in eco-friendly cans — making quality wine more accessible and sustainable than the traditional bottle format allows.
EU wine regulation restricts marketing and engagement content delivered via on-pack QR codes — but Vinca's customers outside the EU expect it. Two SKUs and two print runs would be expensive and operationally painful.
GS1 Digital Link + the SmartLinks conditions engine.
Every can carries one GS1 Digital Link QR. The SmartLinks conditions engine resolves the request: IP-based geolocation checks whether the visitor is inside the EU and routes them to the right experience.
EU visitors land on the regulator-compliant product information page. Visitors elsewhere see Vinca's full brand world — story, awards, offers and competitions — without changing the can.
Because identification is standards-based (GS1), the same code works across retailer apps, scanner tools and any downstream DPP requirement that follows.
Compliant in Europe. Engaging everywhere else. One print run.
Legal compliance
Vinca's EU-facing experience meets regulatory expectations — without removing QR codes from the can.
Customer engagement
Outside the EU, customers engage with rich brand content that drives loyalty and promotional participation.
Global flexibility
The conditions engine ensures Vinca can keep adapting — new markets, new rules, same can.
Selling across regulated markets? Don't reprint.
SmartLinks routes every scan to the right experience for that visitor — geography, language, persona, retailer. One code on the pack.
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