• 2020 Barossa Wine Auction (Photo credit: John Kruger)
    2020 Barossa Wine Auction (Photo credit: John Kruger)
  • Cellr founder and CEO Chris Baine.
    Cellr founder and CEO Chris Baine.
  • 2020 Barossa Wine Auction (Photo credit: John Kruger)
    2020 Barossa Wine Auction (Photo credit: John Kruger)
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Wine tech company Cellr will be the technology partner with the Barossa Grape and Wine Association (BGWA) for its 2021 Barossa Wine Auction, the association says.

Held every two years since 1965, the auction is part of the Barossa Vintage Festival. It has online and dynamic live auctions, BGWA said.

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

It also partnered with Junovate on a project that allowed the 2020 James Halliday Top 100 wineries to use digital labels powered by its near-field communication (NFC) solution.

BGWA CEO James March said partnering with Cellr would give auction bidders assurance on the provenance of their wine investments.

“The advanced technology allows each bottle to act as a digital postcard, showcasing a deeper range of our region's stories directly to our global wine loving communities,” March said.

Cellr's customer engagement platform means buyers can tap their smartphone on the Barossa Seal of Provenance to verify their wine has been sourced directly from the winery's museum collections and immerse themselves in the latest brand experience.

Cellr founder and CEO Chris Baine said: “Building and maintaining brand integrity goes beyond authentication, it is also about creating a direct line of communication that connects wineries with their consumers.”

The Barossa Wine Auction will occur in April 2021 at live events in Barossa and Sydney and online. Part of the net proceeds support the local community via the BGWA Well-being Fund and the Barossa Vintage Festival.

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