Australian wine getting the digital habit

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Australian wine getting the digital habit

Australia’s top 100 wineries will have the opportunity to use digital wine labels to connect to consumers directly, as wine tech companies Cellr and Junovate team up for a new packaging solution, according to a recent report in the leading Aussie packaging journal PKN.

The 2020 James Halliday Top 100 wineries will feature the digital labels powered by Cellr’s near-field communication (NFC) solution. It allows consumers to tap their smartphone on the label and be virtually immersed in a brand’s experience. The Cellr labels can be customised and updated by producers in real time, a feature not available with QR codes, it says.

“We are really excited to be part of James Halliday’s Top 100 this year,” Cellr CEO and founder Chris Braine said. “The Top 100 is one of the country’s most recognised wine awards. Everything we do at Cellr is for the producer, such as enabling them to better connect with consumers or managing their global supply chain.”

Cellr labels can feature unlimited content, including competition draws, direct views, video, virtual tasting bookings and geographical targeting.

The NFC solutions provider also featured again in PKN with news that the Barossa Grape & Wine Association (BGWA) is using Cellr’s digital marketing platform to deliver digital verification of the provenance on all wines at the 2021 Barossa Wine Auction via NFC. Cellr will also provide winemakers with a brand protection platform and connected packaging beyond the auction.

Powered by Cellr’s customer engagement platform, buyers can tap their smartphone on the Barossa Seal of Provenance to verify their wine has been sourced directly from the winery’s museum collections and immerse themselves in the latest brand experience, according to BGWA.

Held every two years in April since 1985 as a highlight event of the Barossa Vintage Festival, the Barossa Wine Auction features both online and dynamic live auctions. According to James March, BGWA chief executive, the partnership puts the “South Australian wine industry in the spotlight as pioneers in winegrowing and world leaders from a technology adoption perspective”.

“Building and maintaining brand integrity goes beyond authentication, it is also about creating a direct line of communication that connects wineries with their consumers,” Braine told PKN.

 

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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