Jameson has released a limited-edition bottle timed around St Patrick's Day for many years, the company explains, but this is the first year that the bottle utilizes NFC technology. The 2017 edition features a design created by Dublin artist Steve McCarthy.

The system was provided by U.K.-based Internet of Things company SharpEnd, a global technology innovation partner of Pernod Ricard's.

The beverage company has not indicated how many limited-edition bottles are being tagged, though it says the deployment is in the five-figure range. All of the bottles are being sold in Ireland, says Cameron Worth, SharpEnd's founder, and each one comes with an NXP Semiconductors NTAG213 22-millimeter round chip, applied behind the Jameson crest on the front label. The bottle also includes a neck-hanger label that provides printed information to consumers regarding how they can access content via their NFC-enabled phone.

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