KEY POINTS
Pernod Ricard has joined forces with BlockBar, a non-fungible token (NFT) marketplace focused on wines and spirits, for a special release of its Avión tequila.
The drop — “Avión Lucky Liquid 2024” — features 100 limited-edition, numbered bottles. They feature gold accents as well as references to Blockchain technology. These include hexadecimal number that encode the Lucky Liquid Manifesto.
The 100 bottles correspond with an NFT and a BlockBar number.
Sales will commence on Wednesday, June 3, at 4 pm CEST. The format is first come first served. The price of each NFT is 0.13 ETH or approximately $495. Customers can use an Ethereum wallet, a credit or debit card, and wire transfers to make payments.
NFT-holders will have the option to redeem 700ml bottles starting in June 2025.
Pernod Ricard was not the first to experiment with Web3. BlockBar auctioned off NFTs that were tied to bottles of Tequila in 2022. 1800 Colección Tequila A rare decanter named “El Rey del Tequila” By Leonora Carrington
Other recent initiatives that are similar include Château d’Esclans launching an NFT for its Garrus rosé on BlockBar, where bidders competed for a quarter barrel. The NFTs allow holders to exchange physical bottles for a visit in person to the vineyard.
The month of February is a time for rejoicing. Midleton Very Rare Keanes Jewellers crafted a limited edition crystal decanter, which was linked to a NFT, in celebration of the company’s 40th Anniversary.
NFTs are emerging as a tool to tackle counterfeiting — a major hurdle in the spirits industry. The NFT can be used to track a bottle from its production all the way to the consumer. Brands are able to ensure that rare bottles have been authenticated. own These valuable items are available for trade.
NFTs also create new possibilities for consumer engagement and brand loyalty. By using NFTs to offer holders exclusive offerings and experiences, brands are strengthening their relationships with their customers.
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Source: blog.cryptoflies.com