QR codes in the craft beer industry are about something old, something new, but innovative

QR (quick response) codes have been around for over twenty-five years and have become ubiquitous thanks to the smartphone. At one point I thought that NFC (Near Field Communications) tags were the way of the future; not anymore. NFCs still have applications, but the craft beer industry is leaning towards using QR codes for a variety of applications.

Consumers appreciate the QR code because it can provide a wealth of product information that facilitates purchasing decisions, builds loyalty, increases brand awareness, encourages testing, and saves time. If a QR code landing page / site is designed correctly, the consumer experience with a tavern or brewery can be complete and fast.

Today, craft beer QR codes are found on coasters, packaging, in-store displays, literature, and beer menus. These codes are on signs in taverns and brewpub pubs which, when scanned, will provide detailed information on specific beer styles, ingredients, the brewmaster, and any applications the mind can conjure up.

From a brewery point of view, a well-designed site / landing page will allow the consumer to make informed decisions about the beers they want to try, free up staff, and create a welcoming tone and presentation of beer offerings. Additionally, QR codes allow the brewery to add personality to the brand by engaging the consumer as a connoisseur. Some breweries have chosen to add a video / audio of the brewmaster explaining his thinking when developing beer recipes.

It’s worth noting that the TTB (Tax and Trade Bureau) is “in the know” of anything, even remotely, that is considered part of beer advertising. Simply, what you say about your craft beer product through a QR code must also appear on the label and within the regulations on advertising of alcoholic beverages. Beer regulations in the EU require labels to contain nutritional and ingredient information. That could reach the United States and what better place to include such information than on a website accessed via a QR code.

By gathering information on the QR codes used by breweries, we found many support options that come from experienced vendors. Some breweries we contacted use a company called Flowcode. So, we contacted them for information on this article.

“We know that brewers and spirits companies take enormous pride in their craft and that is why Flowcode is the perfect QR code technology partner for them. By leveraging Flowcode’s next-generation QR technology and landing pages to Mobile devices with cutting-edge technologies and data analysis capabilities, can create measurable and interactive moments both in breweries and on bottle labels that are aligned with the brand, are ultra-fast and dynamic (which means instantly updateable content) .

“By simply scanning the Flowcode with their smartphone’s camera / code reader, customers can instantly explore specific differentiation information about a craft beer and engage more deeply at any point of contact with the customer,” said Jim Norton, Director of Flowcode revenue.

“The attractive point of QR codes is that a brewery, tavern or brewery does not need to create an application to enter the game; if you have a website, you are good to go. In some cases,” you can enter the game for as little as $ 10 per month. month, “Norton says. Most smartphone users already have QR code readers on their phones now.

Don’t have a proper website? Flowcode has also developed a turnkey landing page option called Flowpage. It’s a code-free mobile experience, so breweries, taverns, or beer pubs don’t even need to have a website, they can create a Flowpage in minutes and they’re good to go.

As an aside. I recently visited a craft beer tavern that produces a beer that I wanted to try. I started asking the server about the options. I was directed to the QR code printed on the roller coaster he handed me and voila, the descriptions of all the styles offered appeared. In fact, the descriptions were in the form of an audio with the brewmaster and included descriptions of the hops that the barley used. I even decided to opt in to receive emails about recipes and future releases from the brewery.

Tom Hope, Vice President of Tableside Partners (a fishmonger and brewery) explains how sophisticated a QR code system can be: “We create a QR code that, when scanned from the menu with your smartphone, takes you directly to an experience where you meet the captain of the boat that caught the scallops, for example. He tells you where they are from. ” Additionally, they are leveraging codes to access valuable customer data, an approach that TAPS (the restaurant) has taken to drive customer loyalty. Obviously this same app can be applied to a craft brewery imparting an experience straight from the brewmaster.

With a dynamic QR code (instead of a static code), relevant information changes can be updated virtually instantly. For example, if a specific beer becomes unavailable and / or a new beer is added to the list at a tavern / brewery, simply update the information and put it live on the site. This can apply to product information, prices and promotions.

OR codes in the retail food industry have been around for some time. They appear frequently on packaging and print advertisements. As noted, they improve the user experience with a product, add to the body of product information, and reduce the cost of advertising. It is said that an image or a video can be worth more than a thousand words in print. That is really the case with QR code apps.

Depending on the goals of a brewery, implementing a QR code program does not have to be complex. Brewers Association research succinctly shows that craft beer consumers are sophisticated and comfortable with technology. Whether you are approaching these codes as a consumer or as a brewery, here are some attributes of QR codes in a tavern or as part of the beer label / packaging at the retail level:

• Error-free processing: no URLs are entered in a small space on a smartphone.

• Ability to present more personalized information, whether in audio, text / image or video format.

• Quickly and easily engaging with the consumer can reinforce branding and marketing strategies.

• Codes can be processed by collecting subscriber data. Start surveys or track customer likes / dislikes.

• Any data directed to the consumer can be dynamically updated in the backend.

• Convenient consumer data collection can be used to create loyalty programs to make consumer affinity with the brewery real.

• Reduce advertising costs.

The path to a successful QR code is dictated by good planning and implementation:

• Be precise in what you / the brewery think the consumer expects in your QR code interface system.

• Implement a simple site that is easy to use and fast; It must be organized and intuitive.

• Minimize required user input.

• Make it a friendly site that incorporates people from the brewery / tavern staff. The video personalizes the brand.

Oh yeah, don’t think technology has stopped when it comes to craft beer.

Note: Innovative new technology is coming to the US soon, enhancing the experiences of telling a story about a beer or brewery. “Scheduled for a launch in the third quarter of 2021, BEERSCANS ™ is a platform developed for the craft beer industry that uses smartphones to scan labels and ‘augmented reality’ to project content / message from the brewer onto their own cans and bottles.” . Reported in American craft beer.

The problem with this technology is that a tag has to be scanned on a smartphone using an app. Also, in a tavern setting in a brewery, beer is sold in glassware and labels are not printed on glasses.

Around the world, the craft beer industry has embraced the QR code as a marketing tool, offering many creative options to implement.

Twins Barns-Meredith Brewery, NH

Here is an example of QR codes used to create text conversations through an online game to promote a new beer. The application designed by Flowcode captures the customer’s attention and creates moments of engagement between customers and staff. The Birthday Game experience generated the highest text-activated redemption rate in brewery history.

Sherwood Brewing

Sherwood Brewing in Michigan uses QR codes on its online and in-store brochures to promote its “Pre-Kend” Happy Hour special.

Cisco Brewery in Boston Harbor

Cisco Brewery in Boston Seaport uses Flowcode around Brewery to scan to their menu.

Provincetown Brewery – Provincetown, MA

PBC uses beer to build community and give back. They use Flowcode in the brewery so they can face the complications of COVID head-on.

Southern Pines Brewing Company

They use coasters to enhance consumer engagement in understanding their beers.

Nocking Point Wines

Nocking Point Wine is so in love with a QR code that he made it an integral part of a label.

With minimal internet search time, it doesn’t take long to discover that QR codes have been in the beer industry for decades. Now it is clear that the QR code is being introduced in new applications and in the cloud. However, in writing for this blog, what interests me most is drawing attention to the craft beer industry issues that bring the industry to life for breweries and consumers. Not everything about craft beer has to be complicated and rooted in chemistry. There is a lot of information that makes craft beer enjoyable, interesting, fun, and educational. And most importantly, the awesome thing about the craft beer industry is that it has interesting people. The human interest side of the business shows people who want to meet and discuss their passions about ingredients, styles, and trends. Breweries and consumers should explore QR codes and how to use them to promote a great industry.

Health!