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Brief Published: 9 Mar 2015

Smart Whisky Bottle

Diageo's smart whisky bottle

Global drinks giant Diageo has partnered with Norwegian tech company Thinfilm to create a "smart bottle" that can send push notifications to smartphones when they are in close proximity. These notifications could include special promotions and cocktail recipes.

The technology – which was showcased on a bottle of Johnnie Walker Blue Label whisky at this year's Mobile World Congress trade show in Barcelona – comprises a sensor-embedded electronic label that can detect when a bottle has been opened. It then sends relevant and timely messages to drinkers.

Beyond its marketing capabilities, Diageo says this sort of technology can help the company track bottles across the supply chain to ensure the authenticity of product. With rampant food fraud permeating global supply chains, this issue is now close to consumers' hearts. Our upcoming report New Directions in Food Labelling explores this challenge further.

For more on packaging that utilises digital functionality, see Tech-Enhanced Packaging, Packaging Futures: Media-Enhanced and Vlogger-Inspired Beauty Packaging.

For additional insights into location-based technologies that are adding useful layers of information to the consumer experience, see Marriott Trials Beacons and Sales-Boosting Beacons.