Diageo is testing a “smart bottle” in Thailand that uses sensor tags
to combat counterfeiting and push brand marketing directly to consumers.
Five hundred bottles of Johnnie Walker Blue Label, which carry tags
that can be tracked through the supply chain and detect if they have
been opened, have been rolled out in the country from this week. The
bottles were unveiled in Europe in February but Thailand was chosen for
the test launch because consumers were considered to be open to new
technology.
Diageo is collaborating with software provider Selinko for the
limited-edition launch and hopes to gain insight into how consumers
respond to the smart bottles. The bottles can also send consumers
targeted marketing even after purchase as the sensor tags contain
updatable digital information that can be accessed by tapping with a
smart phone.
In February, Diageo said that cocktail recipes or special offers
could be sent to consumers through the tags. The sensors use ‘Near Field
Technology’, which connects with smart phones when tapped or in close
proximity. The technology still works after the bottle has been
purchased, giving marketers the chance to reach consumers in their
homes.
The initial project was a collaboration between Thin Film and Diageo
Technology Ventures, a scheme launched last year that offered US$100,000
to fund new ideas in the drinks industry.
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