Malibu equips 40,000 bottles with NFC tags for UK pilot

Coconut rum maker Malibu has equipped 40,000 bottles with NFC tags. Drinkers will be able to tap their NFC device against a sunset image on the product packaging to access content and prize draws directly on their mobile phone. The connected bottles are being rolled out next month as part of a pilot with UK supermarket giant Tesco, marking the “largest global deployment of NFC on a consumer product in alcohol” to date, Malibu says.