NFC is already used in other industries to communicate product features with customers, but Devil's Corner said this is the first time it will be used in a wine product.

The label launched the technology alongside their Lost Shipment promotion - with customers able to tap their smartphone against the label to open the brand experience.

Brand manager Erica Young said it opened up a new way for the brand to communicate.

"We were looking for a simple way for consumers to enter our Lost Shipment promotion without needing to manually type in a URL or unique code," she said.

"NFC allows consumers an inherently easy way to tap to enter and also provides us with a new channel for ongoing communications when people are in the wine aisle."

The technology will be available on specially marked Pinot Noir, Chardonnay, Riesling, Sparkling Cuvee and Sauvignon Blanc bottles from March to May 2021 - with the promotion giving consumers the chance to win prizes and experiences including a trip to Pumphouse Point.

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