About

Château les Bertrands, a French winery committed to sharing its craft and heritage, joined forces with Philaposte (the label printing branch of La Poste Group) and Ask Mona to launch a first-of-its-kind in-store experience. By simply scanning a QR code printed on the wine label, shoppers can start a conversation with an AI assistant—right from the supermarket aisle.

Challenge & Objectives

In mass retail, wine producers often lack direct contact with end consumers. This disconnect makes it difficult to:

• Communicate the story and values behind the wine,
• Build brand loyalty,
• And understand customer expectations.

The ambition of Château les Bertrands was to reconnect with its audience and give each bottle the ability to speak—literally. To inform, guide, and create a sense of closeness at the very moment of purchase.

The Solution

In partnership with Philaposte, Ask Mona created an augmented label featuring a smart QR code. Once scanned, the label launches a conversational AI assistant, with no app to download and no friction for the user.

This assistant enables consumers to:

• Ask about the specific wine in hand,
• Get food pairing suggestions,
• Learn more about the estate, its values, and its story,
• And explore educational content about wine culture.

The AI has been custom-trained using Château les Bertrands' own materials—from technical sheets to tasting notes, and even personal anecdotes from the estate owner. It speaks in the first person, as if the winemaker were talking directly to the consumer.

On top of that, the experience generates anonymized data about customer interactions, allowing Château les Bertrands to better understand its audience, fine-tune its messaging, and shape its strategy with real consumer insights.

This initiative reflects Ask Mona’s mission: to turn everyday objects into intelligent, engaging interfaces. With generative AI, a bottle becomes a storyteller, and brands regain the ability to connect—genuinely and at scale.

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