Amcor Capsules - Open up to digital

Amcor Capsules explains how its most recent innovations for the wine and spirits industries help increase consumer engagement while guarding against counterfeiting.

Amcor Capsules is the world's leading designer and manufacturer of capsules and closures for wines and spirits. With its plants in France, Canada, the US and Chile, it has been continuously expanding its global footprint. As a result of being part of Amcor, the largest packaging company in the world, Amcor Capsules benefits from R&D cross-fertilisation, which gives it unrivalled access to rich sources of expertise in numerous fields of packaging.

This enables it to deliver innovative closures that are always ahead of market trends. In keeping with this dynamic approach to advanced technology, the company recently launched two 'connected' products, InTact and MaXQ, as part of its aspiration to lead the field of digitally enabled caps and closures for alcoholic beverages.

InTact was conceived as a response to a growing problem of counterfeiting in wines and spirits. It is a high-quality, premium capsule with an integrated radio-frequency identification (RFID)/near-field communication (NFC) tag that can transmit data about whether or not a bottle has been opened and resealed, as well as a brand message with which the consumer can engage.

Complete control

InTact was developed with Selinko, which supplies the associated software and app. "InTact allows brand-owners to have complete control over what is happening with their bottles once they have been shipped," explains Lucie Neubauerova, Amcor Capsules' communication manager.

"It can prevent fraudulent refilling, or grey market diversion. The integrated circuit (IC) tag is discretely integrated in the inside of the capsule, allowing alcohol beverage producers to adopt it with minimal change to their existing filling and packaging process, and preserving the brand image.

"The construction of the capsule ensures that the metallic material of the capsule does not interfere with the transmission and that the information stored in the tag is extremely easily read."

The capsule enables wine and spirits producers, as well as drinkers, to confirm each bottle's authenticity with the tap of an NFC-enabled smartphone.

Maximium engagement

While InTact capsules are primarily designed as security measures for premium wine and spirits, MaXQ helps brand-owners increase consumer engagement and loyalty. Originally developed for flexible packaging, Amcor Capsules tailored MaXQ to suit wine and spirits producers in need of targeted marketing.

"MaXQ allows our customers to have a unique, serialised code on every liner inside our aluminium closures," says Neubauerova.

"The codes are generated by Kezzler, our partner supplying the robust technology system behind the codes. The codes are then printed and applied to liners in individual closures. Once the bottles are in the supply chain, the codes are activated by customers using the MaXQ back-office system.

"When the consumer opens the bottle and scans the code on the closure, they receive a verification of the authenticity of the product, and its origin and a value (win a prize, collect points and so on). This triggers a two-way, personalised conversation between the brand-owner and the consumer. It is not static, but is a very dynamic conversation, because every single code is different and can therefore transmit unique messages, motivating the consumer to continuously interact with the brand."

MaXQ provides fully customisable interactions, such as contests and prizes, instant rewards, loyalty programmes and opinion polls or surveys. Additionally, with each scan, the brand-owner gathers invaluable data and consumer insights.

Amcor Capsules' R&D team is confident that its connected capsules and closures will continue to revolutionise the wine and spirits industries and help producers and brand-owners protect their products, while continuing to establish more personalised conversations with consumers.

"InTact and MaXQ help protect authenticity of wines and spirits brands and create new relationships at the same time," Neubauerova concludes.

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