Close×

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 the packaging solution.

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, and unlike QR codes, Cellr’s labels can be customised and updated by producers in real time.

 

“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, but more importantly its purpose is to promote Australian producers. This is really important to us, as everything we do at Cellr is for the producer. From 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.

In March, Cellr developed a wine bottle lid to help combat counterfeit wine, helping consumers confirm a wine’s provenance and verify its producers.

Packaging News

In a record year of entries, the annual Australasian Packaging Innovation and Design (PIDA) Awards program – coordinated by the Australian Institute of Packaging (AIP) – has announced the finalists for 2021 across 11 categories. The list represents the cream of the crop in packaging design innovation and industry contribution for 2021.

Nestle Oceania has switched to recyclable paper packaging supplied by Amcor for its Smarties confectionery range in Australia, upgrading its manufacturing lines to accommodate the material change.

Global label printing giant, Multi-Color Corporation (MCC), is buying 58-year-old leading Australian provider of in-mould label solutions, Herrods, for an undisclosed sum.