Connected Smart Bottles by Diageo for Johnnie Walker Blue Whiskey

As a leading global spirits company, Diageo has been working towards promoting sustainability and reducing its environmental impact. One of the key areas of focus for the company is packaging, which accounts for a significant proportion of its environmental footprint. However, traditional packaging solutions are often linear, resulting in the depletion of natural resources and the creation of waste.

To tackle this challenge, Diageo has introduced connected smart bottles for its premium whiskey brand, Johnnie Walker Blue Label. The smart bottles use Near Field Communication (NFC) technology to connect the product with digital content, enabling a range of innovative applications and services. The NFC tag on the bottle allows consumers to access information about the product, such as its origin, age and taste profile, as well as cocktail recipes and serving suggestions. Additionally, the NFC technology can be used to verify the authenticity of the product, preventing counterfeiting and fraud.

Overall, blockchain technologies can enhance supply chain transparency and traceability of materials. NFC technologies enable big data applications that monitor availability of materials, resource flows and quantify material loss and waste generation.

This closed-loop system enables the implementation of circular packaging strategies such as waste reduction and customer experience improvement. Blockchain technologies have been proved insightful when it comes to circular economy and might just be one key to unlock the circular economy.