Malibu kicked off the summer season with the launch of its Connected Bottle, a limited-edition bottle that integrates near-field communication (NFC) technology in the cap of the bottle and QR code printed on the bottle neck. Consumers who scan the QR code or tap the NFC tag are directed via a quick-link URL to an interactive mobile game where consumers can play for a chance to win Malibu branded swag while gaining exclusive access to cocktail recipes and more, the company says. NFC technology is one of Malibu’s exploration initiatives in the area of Internet of Things (IoT) — transforming everyday objects into digital touchpoints. The technology allows two devices to quickly and securely exchange information when they are within close proximity to one another. With almost 2 billion mobile devices now NFC enabled, the technology is driving forward the IoT industry in 2019, the company says. “It is an exciting time for Malibu as we continue to find new ways to deepen our relationship with our consumers,” said Troy Gorczyca, brand director of Malibu, in a statement. “What’s exciting about this launch is how we’re leveraging our iconic bottle, something consumers are familiar with, and developing a more meaningful, digital conversation with our customer at the point of sale.”