This year’s limited release of the 2019 ‘The Creation’ Cabernet Sauvignon by Hentley Farm, which are exclusively offered to its members, will use digital packaging technology powered by Cellr to deliver an art showcase.
The relationship with Hentley Farm is an extension of the Seal of Provenance work Cellr conducted with the Barossa Grape and Wine Association for this year’s Barossa Wine Auction.
“Hentley Farm had access to the Cellr platform to deliver exclusive content to auction bidders that successfully secured wines from its lots,” Chris Braine, founder & CEO of Cellr, told PKN.
“Hentley Farm then worked with Cellr to figure out the best way to showcase the collaboration project that is ‘The Creation’ Wine.”
The art for ‘The Creation’ is produced in partnership with Adelaide Central School of Art. Each year, graduates of the school are given an opportunity to tender their concepts for the label design to portray a distinctive aspect of the iconic wine.
Using NFC labels powered by Cellr, Hentley Farm will be able to directly engage members through each bottle. By simply tapping the label on the bottle with their smartphone, customers are invited to be digitally immersed in ‘The Creation’ experience.
“During Cellr’s time redesigning the polylaminate wine closure to include anti-counterfeit technology, we developed our own bespoke NFC tag, which is designed to interact with smartphones in the same way that they are used to pay for things at an EFTPOS terminal,” explains Braine.
“The lucky customers that get their hands on this wine will simply unlock their phone and tap their NFC reader on the tag of the bottle. This then triggers a digital experience that extends the traditional label well and truly beyond the basic printed tasting notes.
“Hentley Farm then has the ability to update the digital experience that the customers receive in real-time inside the Cellr platform as and whenever they wish, therefore giving the customer a new experience with the very next scan if they wish.”
The Cellr tags are passive (no power source, as that comes from the customers mobile phone), and are applied to bottles automatically on a bottling line. It then will 'lie in wait' for a customer to scan them to activate the custom brand experience.
Customers can look forward to enjoying the art-meets-wine experience delivered through digital content curated by the artist and Hentley Farm, which includes an in-depth exploration of the artist’s expression of the wine, an immersive tasting experience, and unique video content created by Hentley.
“Cellr helps tell the story of the Creation project – the wine and the art – in a unique and personalised way, delivering the memorable experience expected of a luxury wine,” says Daryl Spencer, operations at Hentley Farm.
Hentley Farm is among several wine producers utilising this technology to create an always-on experience and better connect to customers beyond the cellar door.