Southern Californiaâs Otaca Tequila brand launched last year, and it comes at a time when the distilled spirit is one of the most popular beverages. Tequila is increasingly seen as a trendy drink thanks to its rich flavor, association with good times, and reliving oneâs youth (and maybe even some questionable decisions). Similar products like reposados and añejos have also exploded in popularity.
But Otaca is also looking to set itself apart from the rest of the category. A desire to change how consumers interact with products and make their tequila stand out amongst thousands of other potential options informed their decision to integrate Identiv’s Near-Field Communication (NFC) technology into their specialty tequila.
And there are plenty of reasons for brands to jump on this. For starters, smart packaging allows for a multifaceted experienceâconsumers pay for the tequila and establish an ongoing relationship with the brand and product. NFC technology, which has become more commonplace during the COVID-19 pandemic, allows consumers to use their phones to interact with the product. When a consumer uses their smartphone to “tap” the NFC tag, it delivers information about the tequila via a web browser. The scanning experience is geared primarily towards verifying the product, establishing its provenance, educating consumers about a brandâs history, and ultimately, the ability to re-order the tequila.
