Case Study

Brand Protection & Product Authentication

How Cellr delivers brand confidence & the ultimate level of trust and veracity

Auction sales reached a record

$243,901

Guarantee of authenticity

100%

Highest price for an item

$58,250

The Challenge

The Barossa Wine Auction has been an integral part of the Barossa Vintage Festival since 1965. Held every two years in April, the auction sees wine collectors from around the globe bid for rare and distinguished lots from Australia’s premium wine region. With the auction growing and becoming a staple of any wine collector's calendar, Barossa Australia/BGWA needed to provide a solution to verify and authenticate the provenance and veracity of ALL Barossa Wine auction items.

The Client:

Barossa Australia

The Barossa Wine Auction has been an integral part of the Barossa Vintage Festival since 1965. A hallmark wine event in the Southern Hemisphere, the Barossa Wine Auction is held every two years in April, both online and as dynamic live auctions. Wine collectors from around the world bid for rare and distinguished lots, positioning Barossa as Australia's premium wine region.

Industry: Wine/Tourism

Location: Barossa, Australia

The Solution

Cellr delivered an innovative solution; manually and digitally verifying each product and its provenance using the Cellr software platform, connected with near-field communication (NFC) labels. After each auction item was verified, the product was applied with a Cellr, NFC-enabled, Barossa Seal of Authenticity and Provenance, ready for auction. Buyers could tap their smartphone on the Barossa Seal of Authenticity and Provenance at any time, verify that their wine had been sourced directly from the winery’s collection itself, and immerse themselves in an interactive brand experience.

The result:

Consumers pay more for purchases they can trust

88% of consumers believe trust is more important in times of change, and the results from the 2021 Auction proved this, along with that consumers will spend more for trusted purchases. The results from this exciting and innovative partnership with Cellr saw a record sales figure exceeded, with the total auction value reaching $243,901. This included a bottle of Penfolds 1962 Bin 60A Coonawarra Cabernet Kalimna Shiraz that sold for $21,552 – another record for this event!

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