e.Bottle. The bottle of the future. The German Design Council gave out the German Innovation Award GIA for practical, innovative products that are ground breaking and stand out due to their express user orientation with the intention of making everyday life better and easier. Steklarna Hrastnik received the highest, golden GIA 2021 award for the e.Bottle smart bottle project. We convinced the strict panel of expert judges in the “Food & Drinks” category, in the “Excellence in the b2C segment” class. The e.Bottle smart bottle contains the so called electronic tag for multiple use, which combines communication with a smart phone, IoT sensor elements and RBG LED functionality. With these coherently integrated elements, e.Bottle dynamically transforms its state as a response to various factors during its life cycle, thus providing a personalised user experience. e.Bottle gives brands a new and advanced opportunity to upgrade their stories, strengthen their brand, track their products, communicate with their end users in an innovative way, improve and upgrade the experience of end users and makes sure that their bottle will stand out in any shop, bar or club. With e.Bottle brands will have direct contact with their end users and will be able to identify their user experience. With the support of analytical data, brands will have the opportunity to address individuals as well as groups or markets with different, personalised market campaigns. Brands will thus be able to plan their (digital) promotional activities, market campaigns and analyse the collected data. And they may choose among four different concepts based on their needs and requirements.