Drink manufacturer Diageo pilots 'smart bottle' for Johnnie Walker Blue Label

Smart bottling could prevent fraud in the supply chain and extend life-cycle visibility for manufacturers

Diageo will reveal its first ever "smart bottled" Johnnie Walker Blue Label that can send offers to customer's smartphones straight from the shopping aisles.

Sensor technology, using Near Field Communication, will allow Diageo to send personalised offers to consumers who tap the bottles with their smartphone.

The firm will send cocktail recipes, offers and promotional material to these prospective customers as they browse the alcohol shelves.

Further, drinkers can be certain that their smart bottled whisky will have never been tampered with, as its printed sensor tags have seal detection.

It is hoped the sensor technology will give the manufacturer insight into the whiskey's lifecycle outside of the factory floor, from the shelves to customer's homes, preventing fraud.

The smart bottle, created by tech company Thinfilm, is a product of Diageo's Technology Ventures investment pool that opened last year.

Diageo opened the incubator to tap into the 'digital behaviour' of young adults to curb irresponsible drinking, with the help of tech start-ups, it said.

The drinks manufacturer, which owns Bushmills, Smirnoff, Baileys, Captain Morgan, and Guinness brands is handing over $100,000 (£62,000) in funding as well as insight to the business for successful startups.

Thinfilm developed the yet-to-be patented OpenSense technology late last year, yesterday's announcement marks the first company, Diageo, to test it out on a prototype. However there are no plans yet to roll the technology out to Diageo's supply chain, Thinfilm said.

The bottle will be on show at Mobile World Congress in Barcelona.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in