Consumers want to know nutritional information, whether artificial sweeteners have been used, how many calories a drink contains, and information about things like anti-GMO credentials, sustainability or carbon emissions. You can't put all of that on the packaging - which is how a QR code linking to more information can elevate your packaging to smart packaging. QR codes and also be linked to stories directly from growers and collectives, setting smaller manufacturers apart from big corporations.
When customers scan QR codes on wine bottles in store or after a delivery, they can find out where the grapes have come from, see intros from growers and wineries, learn about suggested pairings with specific foods or deserts, and generally get a feel for the wine's authenticity.
Even ordinary old coffee cups can be enhanced. When QR codes are added to coffee cups, they can link customers to loyalty propgrams and offers. As they sip their coffee, customers can casually scan the QR code and find out everything they need to know about special offers or loyalty points using the QR code.