[Doyeri's NFT Radar] Suntory Unveils Limited Edition Beer with NFT

A project that links premium beer and Non-Fungible Tokens (NFTs) has emerged. The strategy is to expand the touchpoints with consumers by automatically issuing NFTs when users open a beer bottle.

On the 20th, the global beverage company Suntory Group announced that it will start a pilot project to sell tokenized beer based on the Avalanche blockchain. Suntory, known for Yamazaki whisky, has partnered with blockchain company Avalabs for this project and has been introducing a limited edition of tokenized premium malts in Japan since the 12th of this month.



The 715ml premium malt beer bottle, aged in Yamazaki whisky barrels, is equipped with Near Field Communication (NFC) technology. When the bottle cap is opened and the NFC tape is broken, an NFT is automatically issued. The NFT records the authentication, ownership, tasting history, and even the opening data. A Suntory official said, "This will be a special digital collectible for premium malt beer enthusiasts."

This project provides the fun of NFT collecting for consumers and a new channel for companies to track consumer data. Previously, consumer data in offline stores was attributed to large platform companies like supermarkets and department stores, making it difficult for companies to directly obtain. However, through NFT issuance, companies can now access not only wallet data but also actual product opening information. Customized target marketing, such as providing special benefits to NFT holders, has also become possible. NFTs are becoming a bridge between the online and offline worlds.

The adoption of NFTs in the distribution industry is already actively underway. LVMH has launched NFTs for luxury brands like Louis Vuitton, Dior, and Tiffany & Co. Global sports brands like Nike and Adidas have also launched projects that link NFTs and physical products. Suntory has also previously launched the Sakurazuki NFT membership to build a global fan base.

Justin Kim, Head of Asia at Avalabs, said, "Suntory has started tokenizing collectible items starting with 12,000 limited edition Yamazaki beers, which will not only foster user engagement but also allow them to obtain data on secondary trading and actual consumption for the first time."

Reporter Yeri Do

yeri.do@decenter.kr