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

Australia has stepped firmly onto the global stage in support of an ambitious treaty to end plastic pollution, with Environment Minister Murray Watt announcing the nation’s commitment during the United Nations Ocean Conference in France. Meanwhile, local environmental leaders are urging the government to back its global words with accelerated domestic action.

Plastic resin made from recycled milk and juice bottles at a Pact-operated recycling facility in Melbourne meets US FDA safety requirements for use in HDPE food and drink packaging.

Packaging and IT recycling operation Close the Loop anticipates its second half EBITDA will fall by 50 per cent compared to the first half, on revenue that at around $99m will be similar to the first six months.