Pernod Ricard USA’s Malibu, a premium Caribbean Rum with Coconut Liqueur, has just launched Connected Bottle. This limited edition bottle integrates Near Field Communication (NFC) into the cap of the bottle, as well as QR code printed on the bottle neck, in an effort to “deepen the brand’s relationship with Malibu consumers.”
How so? Well, by scanning the QR code or tapping on the NFC tag, consumers will be directed, via a quick link URL, to an interactive mobile game which they will have a chance to win Malibu branded swag, plus gain exclusive access to cocktail recipes and more. Malibu NFC Connected Bottle is Malibu’s exploration initiatives in the area of “Internet of Things.”
Malibu NFC Connected Bottle was tested in the U.K. and Germany and it will be arriving to select markets and stores in stateside starting this month. So, avid rum drinkers may want to take note.
Pernod Ricard USA’s Malibu isn’t the first alcohol beverage brand to leverage on NFC to connect with consumers though. Previously, Rémy Martin and Diageo’s Johnnie Walker had both done the same 4 years ago in 2015.
Images: Pernod Ricard USA.