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.
Sale will start on 3 June at 4pm (CEST) and be based on a “first-come-first-served” format. Each NFT can be purchased for 0.13 Ethereum, or about $495. Customers can use an Ethereum-based wallet to make payments, or pay by credit card or wire transfers.
NFT holders can redeem a 700ml bottle of physical product starting on June 4, 2025.
Pernod Ricard has not been the only tequila maker to look at the Web3 market. BlockBar auctioned off NFTs that were tied to bottles of Tequila in 2022. 1800 Colección Tequila There is a decanter that’s called “El Rey del Tequila” Leonora C. 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.
This February, 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. Brands can track a bottle from its production all the way to its consumer by linking it to an NFT. They also ensure that the item is authentic.
NFTs open up new avenues for engagement with consumers and brand loyalty. By using NFTs to offer holders exclusive offerings and experiences, brands are strengthening their relationships with customers.
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Source: blog.cryptoflies.com
