Rémy Martin to release NFC enabled bottle in China
Rémy Martin is set to release a bottle containing high security NFC technology in China this autumn, which the spirit brand is claiming is the first in the market.
Using technology developed by Selenko, the Rémy Martin Club connected bottle will be accessible via a dedicated smartphone app to allow consumers immediate interaction with their purchase. The high-security NFC chip, combined with asymmetric encryption, detects the opening of the bottle and remains active thereafter.
By tapping the top of the bottle, the Rémy Martin app will instantly show if the bottle is genuine and sealed, or if it has been resealed. Once the consumer opens his or her bottle, the NFC integrated tag will emit a different signal, indicating the change from “sealed” to “opened”.
Drinkers can also earn points towards the Rémy Martin engagement program when tapping the bottle again. The technology provides the same level of security found in electronic passports or bankcards.
Augustin Depardon, Rémy Martin's executive director, said the bottle will provide "exciting" opportunities for the brand to forge direct relationships with its consumers.
“Not only does the Rémy Martin Club connected bottle guarantee the authenticity of the product, but also, and this is the exciting innovation, it allows us to communicate directly with our consumers who like and use our products. Rewards, events, special offers: our communication can now be completely aligned with our clients’ preferences for an optimal relevancy.”
The bottle will initially be available at a handful of Chinese nightclubs and will then be scaled up market wide. The app is available to download on Android smartphones.
In February Diageo created a prototype Johnnie Walker Blue Label smart bottle, which used printed sensor tags detect both the sealed and opened state of each bottle.