From Barossa, with love

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Grand Shiraz Bottle with Cellr's NFC digital label. Image supplied.

Forget what you know about packaging labels, because Cellr is here to change the way we look at labels forever.

Château Tanunda, the world-renowned winery based in the famous Barossa Valley in South Australia has launched an exclusive “Golden Bottle Giveaway” in the United Kingdom through digital interactive labels powered by Cellr on its bottles of Grand Barossa Shiraz.

The direct-to-consumer engagement experience is enabled by a golden Cellr ‘Near Field Communication’ (NFC) sticker applied to these Grand Barossa Shiraz bottles. These NFC stickers will then allow customers to interact with the bottles and enter the Golden Bottle Giveaway by tapping their smartphones on the golden label. Through this, Château Tanunda can connect customers with their giveaway and engage with them digitally through unique content such as videos of the winemakers, tasting notes and other exclusive content.

Chris Braine, Cellr Founder and CEO believes that their technology delivers a “unique expereince from anywhere in the world, without limitations”.

This project with Chateau Tanunda is a huge leap forward for industry adoption of digital packaging. Giving brands the ability to connect beyond the label with geo-targeted content anywhere in the world, at any time means instant engagement and control of your brand story

Chris Braine, Cellr Founder and CEO

Grand Barossa is one of the most famous Barossa Shiraz wines worldwide. Its debut was 25 years ago and has since built an enviable track record that includes 20 gold medals over 12 consecutive vintages.

Château Tanunda, Barrasso Valley. Image Credit: Château Tanunda Website.

Michelle Geber, Château Tanunda Managing Director is excited to be the first Australian business to launch Cellr’s NFC customer experience technology overseas, especially being “able to invite (customers) directly into (the world of Château Tanunda) and its digital libraries”.

For each bottle of Grand Barossa Shiraz purchased from the UK supermarket Sainsbury’s, customers have a 1 in 200 chance of winning. The digitally interactive bottles of the Grand Barossa Shiraz are expected to be available online and in-store at the supermarket now.