Our desire to share some great innovation with you on the iPhone continues as we present Tesco Wine Finder (also known as “Tesco Wine by the case”) linked to our wine store.

This application takes you on a journey into wine, starting with the simple task of taking a photo of a wine label.

We’re working with a great innovative company called Cortexica who have developed a concept called ‘visual searching’ where they can identify key elements to search based on an image. Cortexica have adapted their WineFinder application to bring you the world of Tesco wine that makes the discovery of wine fun and non-intimidating.

Simply take a picture of the wine bottle label (or even of the photo of a wine bottle from a magazine with a label clearly displayed) and have detail about it served back to your mobile. It is like having your personal sommelier in your pocket. Then, you can rate and share the wine with your friends through Facebook or by email.

Take a look at the video below to see Tesco Wine Finder in action, and then go and get your free application from the iTunes Store (just search ‘Tesco’).

Click ‘Support’ (top of page) for help using this application.