Australian wine getting the digital habit


Australia’s top 100 wineries will have the opportunity to use digital wine labels to connect to consumers directly, as wine tech companies Cellr and Junovate team up for a new packaging solution, according to a recent report in the leading Aussie packaging journal PKN.

The 2020 James Halliday Top 100 wineries will feature the digital labels powered by Cellr’s near-field communication (NFC) solution. It allows consumers to tap their smartphone on the label and be virtually immersed in a brand’s experience. The Cellr labels can be customised and updated by producers in real time, a feature not available with QR codes, it says.

“We are really excited to be part of James Halliday’s Top 100 this year,” Cellr CEO and founder Chris Braine said. “The Top 100 is one of the country’s most recognised wine awards. Everything we do at Cellr is for the producer, such as enabling them to better connect with consumers or managing their global supply chain.”

Cellr labels can feature unlimited content, including competition draws, direct views, video, virtual tasting bookings and geographical targeting.

The NFC solutions provider also featured again in PKN with news that the Barossa Grape & Wine Association (BGWA) is using Cellr’s digital marketing platform to deliver digital verification of the provenance on 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.

Powered by Cellr’s customer engagement platform, buyers can tap their smartphone on the Barossa Seal of Provenance to verify their wine has been sourced directly from the winery’s museum collections and immerse themselves in the latest brand experience, according to BGWA.

Held every two years in April since 1985 as a highlight event of the Barossa Vintage Festival, the Barossa Wine Auction features both online and dynamic live auctions. According to James March, BGWA chief executive, the partnership puts the “South Australian wine industry in the spotlight as pioneers in winegrowing and world leaders from a technology adoption perspective”.

“Building and maintaining brand integrity goes beyond authentication, it is also about creating a direct line of communication that connects wineries with their consumers,” Braine told PKN.

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