Just as every book has its own International Standard Book Number (ISBN), there's a nascent movement to give every distinct wine its own AVIN (which doesn't seem to be an acronym for anything, but probably came from Adegga Vintage Identification Number). The whole idea is to make it easier to search online for information on a particular bottle of wine.
Unlike ISBNs, an AVIN is free to create and use. This is an important distinction, and could lead to broad adoption. The question is whether wineries will see value in using precious back label real estate to make it easier for consumers to compare and evaluate their wines.