The collars, appearing on 200,000 bottles in supermarkets and independents, feature QR (Quick Response) code technology. By hovering their phones over the code, consumers can download the Drinkspiration app free of charge.
Dan Reuby, customer development director of Pernod Ricard UK, said: “This represents something genuinely innovative and interesting in-store, and allows people to experience exceptional mixed drinks and cocktails at home. With the festive period fast approaching, the application will add another dimension to Christmas gatherings.”
Drinkspiration features an encyclopaedia of illustrated recipes based on a variety of preferences such as desired taste, colour, spirit, time of the day, weather, bar vibe, or what is popular. Once selected, users can share their drink choices on Facebook and Twitter.