Consumers can tap the cap on the bottle with a smartphone to access information about the winery and the wine they have bought thanks to e-WAK, Guala Closures’ NFC-integrated aluminium closure.
They can also share their own experiences with Böen within the platform and via social media.
One million bottles have been deployed in the US, divided equally between the Pinot Noir and the Chardonnay bottles. The US is the first market for the tech deployment, with plans to launch in further markets in the future.
Joseph Wagner, founder, Copper Cane Wines & Provisions, which owns Böen, said Copper Cane is innovating with how it grows its grapes, makes wines, and how it connects with consumers.
“By ‘Tapping our Cap’ using the NFC technology created by Guala Closures and implemented by SharpEnd, Böen drinkers will be transported to the vineyards where our grapes are grown,” he said.
Böen has five wines: Pinot Noir and Chardonnay made from a blend of grapes from Sonoma, Monterey, and Santa Barbara counties and appellation-specific editions of Pinot Noir from the Santa Lucia Highlands, Santa Maria Valley, and Russian River Valley.
“There is increasing consumer demand for connected packaging across a range of technologies,” said Cameron Worth, CEO/founder, SharpEnd.
“We know from experience that brands who leverage connected packaging to drive engagement can learn more about what their consumers want and keep up with emerging trends.”
Simon Yudelevitch, GM, Guala Closures North America, added it was pleased to announce this partnership with Copper Cane Wines & Provisions.
“It’s been exciting working with Joseph Wagner to bring e-WAK, Guala Closures’ NFC connected closure to Böen wines and we are excited to be a part of this momentous technological moment for the wine industry,” he said.