KEY POINTS
Pernod Ricard has joined forces with BlockBar, a non-fungible token (NFT) marketplace focused on wines and spirits, for a special release of its Avión tequila.
The drop — “Avión Lucky Liquid 2024” — features 100 limited-edition, numbered bottles. These bottles feature gold accents and incorporate references to blockchain technology, including hexadecimal numbers that encrypt the Lucky Liquid manifesto.
Each of the 100 bottles will correspond to an NFT with a matching number on BlockBar.
The sale will begin on June 3 at 4pm CEST and follow a first-come, first-served format. Each NFT will be sold for 0.13 ETH, approximately $495. Buyers can pay using an Ethereum-based wallet, credit card, or wire transfer.
NFT holders will be able to redeem a 700ml physical bottle starting June 4, 2025.
Pernod Ricard is not the first tequila producer to explore the Web3 space. In 2022, BlockBar held an auction for NFTs tied to a bottle of 1800 Colección Tequila and a rare decanter called “El Rey del Tequila” by Leonora Carrington.
Similar recent initiatives include Château d’Esclans launching an NFT for its Garrus rosé on BlockBar, where bidders competed for a quarter barrel. These NFTs entitle holders to redeem physical bottles and enjoy an exclusive in-person visit to the vineyard.
In February, Midleton Very Rare celebrated its 40th anniversary with a special crystal decanter edition, crafted by Keanes Jewellers, and linked to an NFT.
NFTs are emerging as a tool to tackle counterfeiting — a major hurdle in the spirits industry. By linking ownership of a rare bottle to a unique NFT, brands can ensure authenticity, track the bottle’s journey from production to consumer, and offer collectors a secure and verifiable way to own and trade these valuable items.
Moreover, NFTs are opening up new opportunities for brand loyalty and consumer engagement. Through NFTs, brands can provide exclusive experiences and offerings to holders, strengthening their connection with customers.
