Bourbon company introduces NFC labels

Bardstown Bourbon Company has introduced Bourbon Gifting Reimagined, a program using NFC technology that transforms how consumers personalize and share a bottle. 

Launching ahead of Father’s Day, the program allows consumers to apply an NFC label to any bottle and attach a custom message, photo or video that lives directly with the gift. With the simple tap of a smartphone, the recipient unlocks a personal experience created by the giver.

While spirits brands have historically used connected packaging to ensure authenticity or deliver brand storytelling, Bourbon Gifting Reimagined shifts the focus to the consumer, giving them a simple, intuitive way to create and share their own story directly on the bottle.

'At Bardstown Bourbon Company, we’re always exploring what bourbon can become,' said Dan Callaway, master blender. 'This is a natural extension of that mindset. It’s not about changing the bottle; it’s about adding something to it. Something personal. Something that lasts.'

The technology behind the program was developed in partnership with Eurostampa and io.tt, combining premium label craftsmanship with a digital experience.

'By embedding NFC tag technology into the special front-label medallion, Bardstown Bourbon Company has unlocked a personalized gifting experience unique to the American whiskey category,' said Ermanno Bosco, who leads marketing innovation for Eurostampa North America. 'Unlike hidden back-label QR codes, NFC labels preserve a premium look while delivering immediate, purposeful value to consumers with a single phone tap. We believe the future of packaging lies in elevated engagement, and we are excited to help Bardstown shepherd the industry forward.'

'This is where connected packaging becomes truly meaningful,' said Cameron Worth, founder and CEO of io.tt. 'Instead of brands simply pushing content, this platform lets consumers create something of their own. Bardstown saw that opportunity and made it effortless – one tap, and the bottle becomes personal.'

The program will be available nationwide across retail, events and at the brand’s Bardstown distillery and Louisville Tasting Room. Consumers can also request an NFC label to be shipped directly to their home at no cost.

While launching around Father’s Day, Bourbon Gifting Reimagined is designed to extend far beyond a single occasion. The digital platform supports a range of moments, from birthdays and celebrations to thank-yous and everyday gestures.