• Cellr’s recent connected packaging platform, where every bottle of Brown Brothers Prosecco Rosé enabled consumers to upload a unique virtual message, photo or video via Cellr QR.
Image: Cellr
    Cellr’s recent connected packaging platform, where every bottle of Brown Brothers Prosecco Rosé enabled consumers to upload a unique virtual message, photo or video via Cellr QR. Image: Cellr
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Leading family-owned wine company Brown Brothers has partnered with customer engagement platform Cellr to deliver the latest in digital packaging technology via a virtual gifting campaign.

Combining Cellr’s connected packaging platform, every bottle of Brown Brothers Prosecco Rose enables consumers to upload a unique virtual message, photo or video via Cellr QR.

Consumers simply scan the QR code and follow the prompts to create their personalised message, then lock it in so its ready to go when they gift or share their bottle of Brown Brothers Prosecco Rose.

Combining Cellr’s connected packaging platform, every bottle of Brown Brothers Prosecco Rosé enables consumers to upload a unique virtual message, photo or video via Cellr QR.
Combining Cellr’s connected packaging platform, every bottle of Brown Brothers Prosecco Rosé enables consumers to upload a unique virtual message, photo or video via Cellr QR.

Each bottle will also feature a personalised hood allowing consumers to choose which best suits their special someone – Bestie, Party, Friyay, Thanks, Love and Brunch. 

“Each bottle can be totally unique and identifiable, which allows the customers to curate and upload their own personal content experience for whoever it is that they are giving it to,” Chris Braine, Cellr CEO, told PKN.

“Customers can easily curate and upload their own videos and photos direct from their mobile devices, and as soon as they give the product to the person they are gifting it to. All they have to do is scan the QR code to unlock their personal experience.”

Cellr’s brief was to enable Brown Brothers customers to create lasting memories and memorable moment using the latest in digital packaging technology.

What the team delivered was an immersive, ultra-personalised product experience via the Prosecco Rose Gifting Campaign. 

“This has been something we have been thinking of implementing for a while now as a company, seeing as our platform has the ability, through connected packaging, to do some ultra-personalisation via a gifting approach,” explained Braine.

“For us, it was all about building a world-class suite of tools that would allow people to connect directly with their friends via the bottle and through connected packaging for digital experiences.”

Brown Brothers continues to drive the Sparkling category with significant investment and innovation, and is committed to enhancing and evolving the consumer wine experience.

“The Cellr platform allows for engagement with our consumers like never before,” said Emma Brown, Brown Family Wine Group’s group marketing manager and fourth generation family member.

“Brown Brothers Prosecco Rose is made to be shared, which is why we have transformed each bottle into a digitally immersive gifting experience powered by Cellr’s connected packaging.”

Brown Brothers Prosecco Rose is available from the company's website and in leading liquor retailers around the country, with the Gifting Campaign running until May.

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