Diageo’s Johnnie Walker Blue Label will be the first product to showcase the smart bottle, which features printed senor tags that can not only track bottle movements, enabling Diageo to monitor bottles across the supply chain, in-store and even to the point of consumption, but will also enable Diageo to send personalised communications to consumers who read the tags with their smartphones.
In addition, the sensory tags will be able to prove authenticity of a bottle and detect whether or not a bottle is sealed or open, as the sensory tags remain readable even when the factory seal has been broken.
Helen Michels, Global Innovation Director, Futures Team at Diageo, said: "Mobile technology is changing the way we live, and as a consumer brands company, we want to embrace its power to deliver amazing new consumer experiences in the future.
"We constantly experiment with the latest cutting edge technologies to enrich and enhance the experiences delivered by our iconic brands. Our collaboration with Thinfilm allows us to explore all the amazing new possibilities enabled by smart bottles for consumers, retailers and our own business, and it sets the bar for technology innovation in the drinks industry."
For now, the new smart bottle is only at the point of being tested, currently awaiting to be unveiled at the Mobile World Congress this week in Barcelona, Spain. However, the announcement points to future expectancies from Diageo and the world of technology.
Diageo also recently announced that it has completed the acquisition of Tequila Don Julio. The acquisition sees Diageo take over full global ownership and control of the brand. The company says the acquisition strengthens its position in the growing super premium and above tequila segments globally and the important tequila market in Mexico.
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