Scroll Top
second BG element-50-thinnerLines
third BG element-2 thinnerLines

Intelligent Packaging: The power of connected bottles in Alcohol & Spirits

In the alcohol and beverage sectors, where lavish media campaigns and expensive TV ads often steal the limelight, many brands are starting to think more strategically about connecting their digital ecosystem with the biggest creative asset of all; their packaging. In industries impervious to economic turndowns, brands seek to stay ahead of the curve find unexpected yet intelligent ways to connect with customers. Packaging is no longer merely just a vessel for products; it has evolved into a dynamic digital touchpoint and real-time engagement channel.

Elevating engagement beyond the bottle

The most commonly adopted technology in the alcohol and spirits industry are QR codes, NFC (near field communication) and RFID. A simple click or scan of a package initiates a digital journey that quickly enables engagement and in return, brands now have a host of data, consumer insights and first party data (1PD). But the journey doesn’t just start or stop there.

Dynamic QR codes in particular have gained popularity due to their real-time capabilities and seamless integrations. These QR codes can be updated immediately on the back end and localized in any language or country making it easy for global teams to manage wider initiatives. They can also be integrated with different software solutions such as Google Analytics, Hubspot, Canva, and more. Behaviourally, people are familiar with the technologically which makes adoption and usage easy.

Here are some compelling ways alcohol brands can harness these technologies:

  • Brand Storytelling:
    Brands can use QR to link to a mulit-media experience; showcasing product heritage, production process, brand home or a welcome message from the Master Distiller.
  • Digital Gifting:
    Brands seek to find more clever ways to gift friends and family around key holiday seasons – especially Father’s Day & Christmas where demand spikes.
  • Tasting Notes & Pairing Suggestions:
    Provide QR codes that show consumers detailed tasting notes and suggestions for food pairings.
  • Sustainability & Sourcing:
    Brands can transparently display how their alcohol is crafted, appealing to environmentally conscious consumers.
  • Authentication & Verification:
    By linking the bottle to the blockchain or database, they can provide assurance that the product is genuinely sourced.
  • CRM & loyalty:
    Leveraging data from packaging, brand are strengthening customer loyalty and driving promotions through existing rewards or VIP programs.
  • Geo – Location:
    Gaining insights into where their products are purchased and where they may travel thanks to geo-location data.
  • Media:
    QR codes are utilized in media campaigns for direct communication and enhanced attribution.

Is the glass half full or half empty?

The evolution of technology innovation in packaging will be powerful especially as brands harness the power of data-driven packaging and how to best integrate into the customer journey. A recent report from Future Market Insights casts a spotlight on this, projecting that there will 9.0% growth in demand for intelligent packaging between 2023 and 2033. By the end of 2033, the industry is set to reach US$56.0 billion. The glass is half full I think.