Renowned chef and TV personality Guy Fieri and Grammy-winning musician Sammy Hagar are venturing into the world of non-fungible tokens (NFTs) by launching a unique loyalty program for their premium spirits brand, Santo Spirits. The new program aims to utilize blockchain technology to connect with fans, foster community, and cultivate brand loyalty. This move marks an interesting fusion of celebrities, spirits, and technology that many find intriguing yet somewhat unconventional.
The Santo Spirits Club loyalty program will be built on the Near Protocol and leverage Trident3, a Web3 onramp for enterprise clients. Members will be rewarded with tiered perks that include a chance to win a virtual tequila tasting with Hagar and Fieri, as well as autographed physical guitars. Upon signing up for the loyalty program, members will also receive a “mystery” NFT, and a “bonus” NFT will be available to the first 1,000 members that sign up.
While some may argue that the growing influence of NFTs and blockchain technology is opening up new opportunities for creative marketing and engagement, others may question the need for NFTs to be associated with a spirits brand, as it can potentially detract attention from the actual product.
Santo Spirits’ innovative program precedes the release of its newest Añejo Tequila. Once the spirit launches, the utility of the NFTs will become clearer, revealing how users can earn unlimited rewards and opportunities for continued engagement. The club’s strategy promises to appeal to Hagar and Fieri fans and, according to Dan Butkus, CEO and President of Santo Spirits, create “one of the most rewarding experiences in the category.”
Santo Spirits’ experiment with NFTs is hardly the first of its kind. Other global wine and spirits brands have been embracing NFTs in recent years, blending physical goods with virtual collectibles. For instance, Glenfiddich sold NFT-tied bottles of an $18,000 rare whiskey in October 2021, while Hennessy released two limited-edition cognac bottles through NFT marketplace BlockBar for $226,450 in January 2022. Additionally, Budweiser unveiled several NFT collections under its Budverse Web3 arm in recent years.
In summary, Santo Spirits’ interesting foray into the intersection of celebrity, spirits, and technological innovation reflects the ongoing potential and fascination with NFTs in various industries. However, the association of NFTs with a spirits brand could also arguably divert focus from the product itself, leaving some to question the true necessity of such marketing endeavors.
Source: Coindesk
