Since 2021, NFTs have been on the rise in the premium or ultra-luxury alcohol sector, with many high-end brands such as Glenfiddich, Hennessy and Bacardi launching NFTs last year with the launch of limited edition products.
One of the latest entrants to the scene is Scotch whiskey giant Johnnie Walker. It has launched seven NFTs that accompany the rare 48-year-old Johnnie Walker Masters of Flavor Limited Edition Whiskey.
Johnnie Walker is focused on the alcohol sector and has partnered with NFT specialist BlockBar, the platform that launched Glenfiddich and Hennessy’s NFT.
“Our intention was always to book this very limited edition of whiskey to sell in a way that provides whiskey lovers with a state-of-the-art whiskey experience.”Johnnie Walker spokeswoman said FoodNavigator-Asia..
“”[To add to the luxury of the experience]A set of 7 NFTs, provides owners with a comprehensive invitation to a 3-day trip to Edinburgh [to] Immerse yourself in Johnnie Walker’s history and the city’s whiskey-making culture..
“”[There will also be] A stay at Glen Eagles Townhouse, a tour of the Glenkinchie Distillery where Johnnie Walker is made, a guided tour of the Diageo Archive, a private tasting of rare collectible whiskey from the Diageo collection, and dinner at a fine dining restaurant in the city. “..
Johnny Walker still seems to see the extravagant new era experience that NFTs can offer as the main motivation for launch, but for BlockBar, NFTs aren’t just a transit trend in the premium alcohol sector, but in the future. The Digital Enabler brand provides consumers with a guarantee of reliability and traceability, as well as a luxurious experience that can be used.
“NFTs can represent anything from photos, GIFs, music, data, tweets, in this case wine and spirits bottles that exist on the public blockchain to ensure digital reliability and ownership.”BlockBar co-founder Dov Falic told us.
“”[Instead of looking at NFTs as being just trendy in the wine and spirits space]Our goal is to find the role of NFT in solving the real problems (transparency, reliability, quality assurance, storage) that consumers and brands usually face in the wine and spirits industry...
“We also had the opportunity to provide wine and spirits collections and gifts for all demographics. [by] Democratization of traditional wine and spirits industry [via] NFT, [as well as] Introducing young demographics to luxury spirits and old demographics to NFTs is expected to increase investment in high-end spirits. “..
The company believes that NFT could make a big difference with higher alcohols due to the many challenges the sector faces in food safety issues such as food fraud and counterfeiting, and the growing focus on traceability and reliability. ..
“”[For what we do with premium alcohol], We sell only asset-backed NFTs. That is, you own a physical bottle and the NFT acts as a proof of ownership. [and this helps tackle] It is one of the main issues of authenticity. “Falic has been added.
“Counterfeiting is a problem that costs millions of dollars a year for fine wine and spirits brands. Therefore, wine and spirits brands that employ NFT prove where their products came from throughout their sales lifecycle. This proves credibility, which allows bottle owners and brand owners...
“People don’t understand how big this industry is, and it’s still underestimated in our eyes. [Our goal] In the next 5 to 10 years, we will introduce more consumers to the world of web3 (the “next stage” of the Internet that experts predict in the future, increasing consumer autonomy and becoming a blockchain. Based on), collect wine and spirits and invest in a wider audience...
Still focus on viewer involvement..
That said, for Johnnie Walker, NFT offerings are a new futuristic way of combining traditional products (such as Scotch whiskey that has been used for centuries) with trends of the new era. It is a means to interact with. Technology that is NFT.
“NFTs are certainly an interesting area at the moment, with great interest and growth.”The company told us.
“This collaboration is an example of how we are always looking to the future and pushing the boundaries of what whiskey can do...
“”[That said]It’s hard to predict how this will evolve in the future, but we certainly want to keep an eye on this early industry.Me..Since t is in the early stages and is still in the early stages, we will carefully monitor how it evolves...
“we ..I want to know what the future of NFT and crypto will be in the world [particularly in terms of] A new way to interact digitally with people. For example, you can experience whiskey in an immersive way at home or experience whiskey online. For these, we are there and want to make something exciting. “..