How BlockBar’s NFT Drop is paving the way for direct-to-consumer sales

Let’s face it. Web3 is noisy. Regardless of the state of the market, there will always be hundreds of new projects released daily, accompanied by millions of pieces of content vying for our attention. As a consumer, this can be overwhelming. As a developer, this can be harmful both to the health of a project and the bright minds behind it.

It is widely believed that innovation thrives in bear markets. But the companies that are really successful in all markets are those who operate with an undivided focus on their mission.

One such company is BlockBar, the world’s first DTC NFT marketplace for luxury wine and spirits that uses the blockchain to authenticate physical bottle equivalents. Founded in 2021, the company is celebrating a year of impact and innovation with its upcoming fall collaboration with French champagne house Maison Perrier-Jouët.

Redefining the industry

In an effort to solve collectors’ many problems around the authentication, storage and transport of luxury wine and spirits – problems that cost EU businesses 1.4 billion annually – BlockBar turned to NFTs and the blockchain.

BlockBar only works directly with brand owners on their primary drops before they hit the secondary marketplace at BlockBar.com, so brands and collectors can buy, sell and resell with confidence. BlockBar does not take collections from third parties or private collectors, unlike other Web3 marketplaces for luxury spirits that thrive on unverified secondary sales.

Each luxury wine and spirits NFT listed on the BlockBar marketplace is equivalent to a fully insured, physical bottle stored in a temperature-controlled facility in Singapore. When purchasing any BlockBar NFT, the physical version is held by BlockBar, with an immutable record of authenticity stored on the blockchain as a digital certificate of ownership.

The owner can then choose to redeem the NFT for the physical product, exchange the NFT version on the BlockBar.com marketplace, give it as a gift, or display the NFT in their virtual bar.

The benefits of this direct-to-consumer model apply across a number of luxury verticals. Let’s take footwear, for example. To combat the influx of fake sneakers, Web2 offers intermediaries such as StockX legitimacy checks on all secondary purchases through the platform. Still, this leaves room for human error. In May 2022, Nike sued StockX for selling fake sneakers, despite its guarantees of authenticity.

Now imagine if Nike partnered with a service to issue equivalent NFTs directly to the customer and securely store the physical goods. Not only will this guarantee the legitimacy of the sneakers on the secondary market, but it will also unlock new ways for the brand to connect with its most loyal supporters.

BlockBar’s latest release

To mark Perrier-Jouët’s first foray into Web3, the renowned brand is partnering with BlockBar to release a limited edition Jeroboam (3L) of Perrier-Jouët Vintage 2007 from the Anemone collection. With only 10 available worldwide, BlockBar will release number 10 of 10, the last of the three-liter Belle Époque 2007, engraved with the message: “1st Perrier-Jouët NFT.”

In addition to the bottle, the holder will receive a two-day, one-night stay at the UNESCO World Heritage-listed Maison Belle Époque, home to the largest private collection of French Art Nouveau in Europe. Guests can explore the grounds and gardens, visit the winery and cellars, and enjoy a gastronomic dinner courtesy of Executive Chef Sebastien Morellon paired with Belle Epoque cuvées.

Comprised of six Belle Epoque vintage cuvées embellished with floral lace crafted in 24k yellow gold by master goldsmiths of Orfèverie Felix, the physical bottle and accompanying NFT are priced at $10,000 USD. The release is scheduled to be released globally to the public on October 21 at 10 a.m. EST (10 p.m. HKT), while all BlockBar NFT holders and guests of the Hong Kong Digital Art Fair were given early viewing access on October 18.

Deeply in line with Perrier-Jouët’s mission to “fill the world with wonder”, the partnership with BlockBar further illustrates the power of combining digital art and the physical world, said Tony Conrad Atayde, Marketing Director of Pernod Ricard Hong Kong & Macau.

“We are always looking for innovative ways to connect with luxury and champagne consumers; we are thrilled to launch the first Perrier-Jouët NFT and first ever Champagne NFT released on BlockBar and allow more champagne lovers to connect with our brand,” he said. “Having the physical display of Perrier-Jouët NFT displayed at the Hong Kong Digital Art Fair allows this partnership to come to life not only in the digital world, but also in the physical world exclusively in Hong Kong.”

A moment of celebration

To make the moment even sweeter, the drop coincides with BlockBar’s first birthday.

Since its inception in October 2021, the company has generated nearly six million dollars in sales across 27 releases from 17 unique brands. In their latest release with Hennessy, the pair teamed up to release 500 limited decanters of the Hennessy Paradis Golden Edition featuring NFT artwork designed by acclaimed LA-based stylist and jewelry designer Veneda Carter.

But perhaps even more impressive is their community—an important facet of any Web3 effort. BlockBar’s community consists of nearly 1,300 unique NFT holders, many of whom serve as brand evangelists deeply aligned with the company’s future success.

Bringing this momentum into the physical world, this palpable excitement was on display at BlockBar’s many community events, keynotes at NFT NYC, CODE and the Walpole British Luxury Summit, and BlockBar launch parties with partners such as Johnnie Walker.

For BlockBar, this is just the beginning of their Web3 impact. The company has made a plan for others to bring its physical products onto the chain — especially for luxury goods and other commonly counterfeited items like sneakers, fine jewelry and sports cards. Not only will this help ensure legitimacy in an area that has seen its fair share of fraud, but it will also help businesses build more meaningful relationships with their customers.