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NFC tag for spirits conjures up 'the most interesting man'

First spirits bottle in the U.S. to be NFC-enabled entertains consumers at shelf with a video message from 'The Most Interesting Man in the World.'

A hang tag on the bottle incorporates the NFC tag and advises consumers how to access the video.
A hang tag on the bottle incorporates the NFC tag and advises consumers how to access the video.

For the first time in the U.S., a spirits brand has launched with an NFC (near field communication) tag, offering exclusive content both for people perusing the shelf and consumers who have purchased the product. Astral Tequila, a new premium brand of New York City-based Davos Brands, introduced the interactive packaging innovation on shelves in select states in December 2017. The NFC tag is embedded in a neck tag on the spirits bottle and was supplied by mobile marketing technology provider Thin Film Electronics AS (“Thinfilm”).

“Any consumer products company is probably thinking about ways to reach the consumer as close as possible to the point of purchase,” says Joen Choe, Vice President Marketing for Davos Brands. “It’s even more important to the spirits industry since we’re so regulated in what we can to do reach the customer. Being able to tell more of a story at retail, to get a sense of the consumer that’s interacting with our brand, and to dynamically change and update the brand content on the software side were very compelling to us.”

At point of purchase, when consumers tap their smartphones on the bottle, they are treated to an original video featuring Jonathan Goldsmith, formerly known as, “The Most Interesting Man in the World.” Quips Goldsmith in the video, “I told you I don’t always drink beer. I prefer tequila—Astral Tequila.”

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