Wine technology companies Cellr and Junovate are joining forces to launch a new packaging solution that will give Australia's top 100 wine producers the opportunity to connect directly with consumers using digital wine labels, according to a recent report by leading Australian packaging magazine PKN.
Image from: RFID World Network
The 2020 James Halliday Top 100 Winery will feature digital tags powered by Cellr"s Near Field Communication (NFC) solution. It allows consumers to virtually immerse themselves in a brand experience by tapping a label with their smartphone. Cellar tags can be customized and updated by the producer in real time, a feature that QR codes cannot provide, the company said.
We are delighted to be part of James Halliday's Top 100 list this year, one of the most recognized international wine awards," said Chris Braine, CEO and founder of Cellr. Everything we do at Cellr is for producers, such as enabling them to better connect with consumers or manage their global supply chain.
Cellr tags can provide unlimited content, including contest sweepstakes, direct viewing, video, virtual tasting reservations and geolocation.
The Barossa Grape and Wine Association (BGWA) is using Cellr's digital marketing platform to digitally verify the provenance of all wines at the 2021 Barossa Wine Auction via NFC. cellr will also provide winemakers with a brand protection platform and connected packaging beyond the auction.
According to BGWA, supported by Cellr's customer interaction platform, buyers can tap on the Barossa wine origin logo with their smartphones to verify that their wine comes directly from the winery's museum collection and to immerse themselves in the latest brand experience.
The Barossa Wine Auction, held every two years in April since 1985, is the highlight event of the Barossa Wine Festival. The Barossa Wine Auction includes both an online auction and a dynamic live auction. According to James March, CEO of BGWA, this partnership puts the South Australian wine industry in the spotlight and is a pioneer in the field of wine growing and a global leader from the point of view of technology application.
Building and maintaining brand integrity is more than just certification; it's also about establishing a direct line of communication that connects wineries to consumers.