Member Article

Guala Closures powers Malibu with new cap technology

Pernod Ricard is partnering with Guala Closures to support The Malibu Games 2019 by rolling out 300,000 bottles with connected closures for the first time in the US. The new Malibu limited-edition connected bottles will be circulated in the states of Ohio and Texas, featuring Guala Closures’ pioneering smart bottle cap. The connected closures will give consumers access to value-added extras including drinks recipes and sweepstake competitions.

Piero Cavigliasso, Group Innovation Technology Director at Guala Closures, said: “It’s been exhilarating working with Malibu to develop truly smart connected closures that enable the brand to get closer than ever to its consumers. It’s an on-going journey – smart tech for wine and spirits closures isn’t going to stand still and our dedicated smart tech research centre in Luxembourg continues to innovate cutting-edge solutions to help brands engage with consumers at the most intimate point of purchase – the bottle in their hands.”

The innovative range of NFC connected closures developed by Guala Closures, allows producers and companies to establish one-to-one relationships with consumers, thanks to its intelligent technology. The IoT-enabled smart cap developed for Malibu will unlock exclusive Malibu Games content for consumers with one tap of their mobile phones. Consumers will be able to join The Malibu Games via a mobile game called Sunshine Slide for the chance to win prizes.

Caitriona Murphy, Malibu’s Global Brand Manager, explained: “Malibu has transformed its bottles into media touchpoints through the adoption of Guala Closures’ IoT solution, allowing conversation in a space that is notoriously saturated. Our bottles with connected closures help keep the brand relevant postpurchase, providing services and experiences to the consumer beyond the liquid itself. By transforming the one asset Malibu knows its consumers come into contact with, we’re able to connect with our target audiences on a much deeper level, through the experiences we offer”.

Guala Closures Group has always employed advanced technologies and connected closures are just one of the cutting-edge solutions developed in the new R&D centre for new technologies (created in 2017 in Luxembourg) and in the four R&D product centres (Italy, Scotland, Mexico, Ukraine) where very high-tech content warranty systems are researched and designed.

This was posted in Bdaily's Members' News section by Alex Sampson .