The 2020 James Halliday Top 100 wineries will feature the digital labels powered by Cellr’s near-field communication (NFC) solution.

It allows consumers to tap their smartphone on the label and be virtually immersed in a brand’s experience, and unlike QR codes, Cellr’s labels can be customised and updated by producers in real-time. “We are really excited to be part of James Halliday’s Top 100 this year,” CEO and founder Chris Braine said. “The Top 100 is one of the country’s most recognised wine awards, but more importantly its purpose is to promote Australian producers. This is really important to us, as everything we do at is for the producer. From enabling them to better connect with consumers or managing their global supply chain.” Cellr labels can feature unlimited content, including competition draws, direct views, video, virtual tasting bookings and geographical targeting. In March, Cellr developed a wine bottle lid to help combat counterfeit wine, helping consumers confirm a wine’s provenance and verify its producers.

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