Spirits Brands Want to ‘Drink Up’ Your Data

The Internet of Things continues to insert itself into aspects of our lives we could never have imagined.

Take the spirits industry where brands are developing “connected” bottles to monitor when, where, what, how much and how often their products are imbibed by individual consumers.Remy Martin_connected bottle

Our first encounter with the notion of such innovation came from a story about Remy Martin’s connected cognac bottles, scheduled for an autumn debut in China where counterfeit brands run rampant. Part of the thinking behind this development is that Chinese consumers should be able to “verify” the brand pedigree of the cognac via the connected bottle.

Here in the U.S., spirits brand executives are much more straightforward about the potential for such innovations. While touting some of the benefits to consumers—and there are a few such as, home delivery of your favorite liquor when supplies ebb and cocktail recipes—Absolut’s Markus Wulff says point blank that it’s mostly about consumer data: “The more we learn about consumers and their behaviours, the better services we can connect them to.”

This New York Times article previews other personal areas in which the IoT will soon make inroads. We couldn’t help but linger on its opening question: “Just because you can do something, does it mean you should?”

Posted on August 6, 2015, in Advertising, Company Culture, Millennials and tagged , , , , . Bookmark the permalink. Leave a comment.

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