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Böen joined hands with Guala Closures and SharpEnd in August 2019 to bring the first NFC enabled wine bottles produced on the scale. 500,000 bottles of Chardonnay and Pinot Noir, each, from Copper Cane Wines & Provisions were transported to consumers to create a unique experience for the end-consumer.
The NFC-enabled caps were a technological advancement derived from Guala Closure’s patented e-WAK during the Annual Unified Wine & Grape Symposium in Sacramento in January in 2018.
The NFC enabled bottles insist you to connect it via your NFC enabled smartphone by tapping the cap of the bottle with your smartphone.
The link that opens on your smartphone is a dedication to the farmers of the wine that the consumer is consuming. The link allows the consumer to access furthermore exclusive information on the farmhouse where the wine is created.
The NFC pop-up also features you to be able to upload your images and join a community of Böen Chardonnay and Pinot Noir drinkers.
Engaging with consumers to always buy (for example, offers, discounts, etc.) could at times do more harm to a brand image than good. And this initiative by Copper Cane Wines & Provisions will, needless to say, remain a long-standing example as a creative way to engage with consumers whilst making them feel special and not insisting consumers on buying, a technique which is almost obsolete with the growing crowd of wine industry in US as per the latest TTB statistics.
[Image source: Böen]