How NFC tags enhanced the Cachaça Roma CX

BRAND: Roma
MATERIAL: Circus™ NFC
MARKET: Brazil

If we try to imagine a traditional beverage company rooted in heritage, we don't envision a brand that embraces digital innovation and keeps up with cutting-edge technologies. In fact, we imagine quite the opposite; old-fashioned distilleries or wineries following customs passed down through generations and unwilling to change. But our preconceptions and assumptions aren't always accurate. The pandemic has sparked the digital transformation of the alcoholic beverage industry, and innovation is no longer a luxury but a necessity. 

As one of the catalysts of this change, Roma, a Brazilian producer of alcoholic beverages, is introducing technology to the world of beverages with a mission to offer quality and traceability of its products. In turn, they learn more about their customers and consumers, resulting in a better product and customer experience. Among these products is Cachaça, a distilled spirit produced from sugarcane juice introduced to Brazil by the Portuguese in the 16th century. Rodrigo Pedroso, Founder of Roma, explains that fishing, country music, and Cachaça go hand in hand in the country's center-west region. "The nature of fishing involves moments of relaxation and happiness, and so does Cachaça and country music, which are very popular here," Pedroso explains.

While Cachaça Roma embraces the regional traditions, Pedroso's enthusiasm for technology drove it to be more than just a spirit that offers a pleasant drinking experience. Hence, he decided to use Avery Dennison's Near Field Communication (NFC) technology, which means Roma is now adding Circus™ NFC tags to its Cachaça bottles to improve consumer engagement while managing the entire supply chain more efficiently. Consumers can simply scan the NFC tag on the back label of the product with their smartphone and immediately be taken to the brand's website, receive offers, and learn more about the product and its environmental credentials. Additionally, it helps brands gain insights into their consumers by getting geolocations, consumer habits, and even how the products reach the hands of buyers. Based on these insights, Roma can create better offerings and improve the customer experience, which is increasingly essential in today’s competitive market. 

NFC also has another important feature. The technology can be used to authenticate products, which is vital since counterfeiting can lead to loss of sales and create consumer distrust. "Using NFC, we intend to provide traceability and, by doing so, eliminate the possibility that our drinks will be counterfeited and offer security to our customers,” adds Pedroso. Avery Dennison Smartrac has a complete portfolio of NFC tags suitable for any application. In addition, it offers a platform for managing customer data, which can be customized to meet the needs of each customer.

The quality of Cachaça Roma has improved since its launch, thanks to top-notch distilleries, packaging, labels, and content. "Our goal is to provide our customers with a premium product, maintain authenticity, and evolve, improving day after day," explains Pedroso. The company's mission is to provide its customers and consumers with joy, fun, and fellowship through the consumption of its products. And indeed, despite the benefits NFC provides to brands, it can also bring joy and fun to consumers by providing them with a memorable experience.

While innovation and digital transformation continue to gain momentum in the industry, some work is still to be done. Businesses should take note of forward-thinking brands like Roma and be open to exploring the many benefits that intelligent labeling solutions can provide. 

Please, contact tony.fazhev@eu.averydennison.com, our BDM NFC EMENA, for more information.