Steven Kent Winery: Tap & Connect Wine Bottles
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28%
88%
3.4%
About
Steven Kent Winery
Steven Kent Winery, based in California's prestigious Livermore Valley, produces premium, limited-production wines with an unwavering emphasis on heritage, craftsmanship, and authenticity. As a boutique winery creating exceptional vintages including their acclaimed 100-point 2018 Lineage and 97-point 2019 L'Autre Côte Cabernet Franc, Steven Kent sought to modernize how they connect with consumers beyond the traditional tasting room experience. Looking to transform physical bottles into digital entry points for meaningful brand engagement, they needed a sophisticated solution that would honor their premium positioning while creating lasting relationships with wine enthusiasts and collectors.
The Challenge
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Steven Kent Winery faced the modern wine industry's challenge of building direct consumer relationships in an increasingly crowded marketplace. They needed to differentiate their premium bottles on retail shelves using a non-intrusive digital layer that maintained their sophisticated brand aesthetic.
The winery wanted to share their compelling story and highlight their most acclaimed vintages, including the perfect 100-point 2018 Lineage and the exceptional 97-point 2019 L'Autre Côte Cabernet Franc.
Most importantly, they aimed to convert one-time retail buyers into long-term members and collectors through direct digital engagement, while collecting valuable first-party data to build authentic relationships and reduce dependence on traditional wine distribution intermediaries.
The ProQure Solution
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Steven Kent deployed ProQure's NFC-enabled smart labels across their premium product lines, creating an elegant digital experience layered directly onto each bottle without compromising their sophisticated packaging design. The tap-to-engage functionality launched a comprehensive mobile experience featuring immersive winery storytelling, personal winemaker introductions, detailed vintage highlights, and exclusive member offers.
The platform enabled direct conversions, allowing users to instantly sign up for the winery's exclusive membership program, reorder wines, or opt into collector-only releases- all from the same seamless interface. The content strategy emphasized the winery's rich legacy while promoting their award-winning products in an educational, premium-feeling format that resonated with wine connoisseurs and casual enthusiasts alike.
The Result
The connected wine experience delivered exceptional results that exceeded industry benchmarks for premium wine engagement. With 196 taps from 5,742 distributed bottles, Steven Kent achieved a remarkable 3.4% tap-through rate, creating meaningful entry points for direct engagement from offline purchases.
The platform's conversion power was demonstrated through an outstanding 28% membership conversion rate, with nearly one in three users who engaged with the experience joining Steven Kent's exclusive membership program. User engagement depth was impressive, showing an 88% return rate with nearly 9 out of 10 users returning to explore the experience after their first tap, indicating strong brand curiosity and genuine interest.
The campaign successfully expanded Steven Kent's direct audience, with 78% of interactions coming from new users, allowing the winery to build relationships without relying on third-party channels.
"We can finally engage consumers in a sophisticated way that aligns with the quality of the wines we produce" - Steven kent Mirasso, Owner of Lineage wine collections
What's Next
Following the success of their connected packaging program, Steven Kent Winery continues to expand their digital engagement strategy across additional wine releases and seasonal collections. The direct relationships built through the platform have enabled more personalized communications and exclusive offerings, establishing a new standard for premium wine brands looking to create lasting connections with their most valued customers.