Diageo is building to deliver a great consumer experience while interacting with individual bottles. The individual bottle code brings a unique flavor of personalization or aggregate personalization as compared to other generic marketing activities.
Use cases: 1.Personalized product story- Consumer interacts with the bottle (via QR code/NFC/printed electronics/ etc) and gets to know the product story. The product story itself can be personalized at the aggregate level. For e.g., flavor-wise (each flavor note unique story, etc), source of grain-wise (each grain area, etc), process-wise ( 12 yr/18yr), etc. 2. Personalized User input- Consumer interacts with the bottle and shares the individual data/message that is unique to that bottle purchased. The data/message is then shared with individual/set of people to whom consumer gifts /shares the bottle.