NFT
Chef and TV personality Guy Fieri and Grammy-winning musician Sammy Hagar are sending tequila fans to Flavortown with a new non-fungible token (NFT) loyalty program for their premium liquor brand Santo Spirits.
The Santo Spirits Club loyalty program uses Trident3, a Web3 onramp for business customers, and is based on the Near Protocol.
According to a press release, the club will reward members with tiered benefits, including a chance to win a virtual tequila tasting with Hagar and Fieri, as well as autographed physical guitars. Those who sign up for the loyalty program will receive a “mystery” NFT and a “bonus” NFT will be made available to the first 1,000 members to sign up.
The program precedes the release of the brand’s latest Santo Añejo Tequila, and the usefulness of the NFTs will be revealed at the launch of the spirit. According to the brand, users can earn an unlimited number of rewards and utilities for continued engagement.
“The new Santo Spirits Club Web3 loyalty program will connect with fans, foster community and cultivate brand loyalty,” Santo Spirits CEO and President Dan Butkus said in a statement. “We will be building this with Sammy and Guy’s global fan base in mind to make this one of the most rewarding experiences in the category.”
Santo Spirits is the product of a long-standing friendship between Hagar and Fieri, though Hagar has been involved in the tequila industry for decades. Other global wine and spirits brands have embraced NFTs in recent years, combining physical goods with virtual collectibles: Glenfiddich sold bottles of an $18,000 rare whiskey as NFTs in October 2021, Hennessy released two limited edition cognac bottles in January via NFT marketplace BlockBar for $226,450 2022 and Budweiser purchased the domain name Beer.eth and unveiled several NFT collections under their Budverse Web3 branch in recent years.