Californian wine brand Böen, part of Copper Cane Wines & Provisions, has added near-field communication (NFC) technology to its packaging in an effort to provide extended content to consumers via a tap of their smartphone.
Böen is a creation of fifth generation winemaker Joseph Wagner. On 1 August, NFC connected bottles were introduced across the US that allow consumers to electronically visit the Böen farmhouse and vineyards, providing instant access to information about the wine being purchased. This is achieved by tapping the wine bottle’s cap with an NFC-enabled smartphone and without need of an app. As well as learning about where and how their wine was made, consumers are offered food pairings and a place to share their own experiences with Böen within the platform and via social media.
This smart packaging initiative has been completed in partnership with connected technology specialist SharpEnd and Guala Closures, specifically using its NFC-integrated e-WAK aluminium closure for wine.
Joseph Wagner, founder of Copper Cane Wines & Provisions, said, ‘At Copper Cane, not only are we innovating with how we grow grapes and make our wines, but also through how we connect with our consumers. By ‘Tapping our Cap’ using the NFC technology created by Guala Closures and implemented by SharpEnd, Böen drinkers will be transported to the very vineyards where our grapes our grown and where the California sunshine and long growing season bring forth the robust and bold flavours we are known for.’
Cameron Worth, CEO and founder at SharpEnd, added, ‘There is increasing consumer demand for connected packaging across a range of technologies. 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. A rollout of this scale has been a long time coming, and SharpEnd is very proud to support this trailblazing commitment from Böen.’
Simon Yudelevitch, general manager, Guala Closures North America, reiterated, ‘We are pleased and proud to announce this partnership with Copper Cane Wines & Provisions. Our efforts in developing innovations are paying off and we are particularly happy to achieve this with Böen. 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. Award winning e-WAK will have the opportunity to demonstrate the enormous potential represented by connected closures.’
