Astral Tequila rolls out smart spirits bottles

by Owen Bellwood

Davos Brands has unveiled new smart bottles for its Astral Tequila brand to enhance its engagement with consumers at home and in stores.

The Tequila brand's new smart bottle is thought to be the first-of-its-kind in America and uses near field communication (NFC) technology to engage with consumers with the tap of a smart phone. Astral Tequila, formed by master sommelier Richard Betts, has partnered with ThinFilm Electronics, who have previously worked with Scotch whisky distillery Kilchoman to produce Europe's first 'smart' bottles. The new smart labels will allow customers to engage with the Astral brand at home or in store, simply by touching their smartphone up against the bottle to unlock "customised digital experiences". The new bottles will begin to hit store shelves throughout California, Texas and New York, amongst other states, later this month. When consumers tap their phone against the new bottles, they will initiate exclusive content, including original video from actor Jonathan Goldsmith, best known for his role as 'The Most Interesting Man in The World' Astral Tequila has been distributed by Davos Brands in America for several years, however earlier in 2017 the drinks importer and marketer acquired a controlling interest in the Tequila brand.