Jameson Launches Connected Label For St. Patrick's Day

Every St. Patrick’s Day, a limited edition label adorns one of the most recognizable Irish spirits – Jameson Irish Whiskey. The 2017 edition will feature a label designed by Steve McCarthy, a Dublin-based artist. But, according to Jameson’s website, this year’s St. Patrick’s Day label features an added twist in the form of NFC connectivity.

Via flickr user Chris MOore

According to the Jameson website, the crest that adorns the limited edition label will provide consumers with access to prizes and giveaways once it’s tapped by an NFC-enabled mobile phone. The prizes that are up for grabs are not clear from the Jameson website, but according to a report in Irish Whiskey Magazine, prizes include tickets to a Jameson distillery and to the Ultimate Jameson St. Patrick’s Day Experience in Dublin.

Irish Whiskey Magazine also reports that the NFC capabilities are only available for use with Android phones. However, iPhone users can still reach the same content via a link visible on the bottle's neck tags. Unfortunately, Irish Whiskey Magazine also reports that the NFC tags will only be incorporated into bottles sold in Ireland. The report states the limited edition bottle featuring McCarthy’s artwork however, will be sold worldwide.

Packaging Perspective: While it’s exciting to see another globally-recognized spirits brand explore interactive packaging, I’m left wondering when we’ll see a similar brand start implementing NFC in North America. Similarly to Jameson, Malibu rum (also a Pernod Ricard brand) debuted a large-scale rollout of NFC-enabled bottles last summer — but those bottles were only available in the U.K.

Another connection between the Jameson and Malibu initiatives is that they were both developed in collaboration with SharpEnd Agency, a London-based agency that helps brands leverage the Internet of Things. As Checkout Magazine reports, SharpEnd has developed a relationship with Pernod Ricard, and Cameron Worth, SharpEnd’s founder, told Checkout Magazine the agency seeks continued opportunities to work with Pernod Ricard on delivering these types of initiatives.

Regional NFC packaging initiatives have been launched in the U.S. — the Hopsy beer delivery service in San Francisco being a good example. But perhaps it will take the vision of an agency like SharpEnd to help generate a national release of NFC-enabled packaging in the U.S.