QR (Quick Response) codes have been around for over twenty-five years and have become ubiquitous thanks to smartphones. At one point I thought NFC (Near Field Communications) tags were the way of the future; not anymore. NFCs still have applications, but the craft beer industry is moving 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 trials, and saves time. If a QR code landing page/site is designed correctly, the consumer experience with a tavern or brewery can be all-encompassing and fast.
Today, craft beer QR codes are found on beer coasters, packaging, store displays, literature, and menus. These codes are found on signage at breweries and breweries which, when scanned, will provide detailed information on specific beer styles, ingredients, the brewmaster, and any app the mind can conjure up.
From the brewery’s point of view, a well-designed site/landing page will allow the consumer to make informed decisions about which beers 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 an insider. Some breweries have chosen to add a video/audio of the brewmaster explaining his thinking in 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. Quite simply, what you say about your craft beer product via a QR code must also be displayed on the label and within the regulations on alcohol advertising. Beer regulations in the EU require labels to contain nutritional and ingredient information. That could come to the United States, and what better place to include such information than on a website accessed via a QR code.
By gathering information about the QR codes used by breweries, we found many support options from experienced providers. Some breweries we contact use a company called Flowcode. So, we contacted them for information in this article.
“We know that beer and liquor companies take tremendous pride in their craft and that’s why Flowcode is the perfect QR code technology partner for them. By leveraging Flowcode’s next generation QR technology and mobile landing pages Featuring cutting-edge design technologies and data analytics capabilities, they can create measurable, interactive moments in both breweries and bottle labels that are brand-aligned, ultra-fast, and dynamic (meaning instantly-updatable content). .
“Simply by 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 customer touch point,” said Jim Norton, director of Flowcode revenue.
“The appealing point of QR codes is that a brewery, taproom, or brewery doesn’t need to build an app to get into the game — if you have a website, you’re good to go. In some cases, “you can get into the game for as little as $ 10 per month,” says Norton. Most smartphone users already have QR code readers on their phones by now.
Don’t have a proper website? Flowcode has also developed a turnkey landing page option called Flowpage. It’s a no-code mobile first experience, so breweries, taverns or breweries don’t even need to have a website, they can activate a Flowpage in minutes and they’re ready to go.
As an aside. I recently visited a microbrew tavern that produces a beer I wanted to try. I started asking the server about the options. I was directed to the QR code printed on the coaster he handed me and voila, 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 were used in the barley. 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 just how sophisticated a QR code system can be: “We created 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’re from.” In addition, they are leveraging the codes to access valuable customer data, an approach TAPS (the restaurant) has taken to drive customer loyalty. Obviously, this same application can be applied to a craft beer brewery imparting an experience directly from the brewmaster.
Using a dynamic QR code (instead of a static code), relevant changes in information 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 taproom/brewery, simply update the information and make it live on the site. This may apply to information about products, prices and promotions.
OR codes in the retail food industry have been around for some time. They appear frequently on packaging and in print advertisements. As noted, they enhance users’ experience with a product, add to the body of product information, and reduce the cost of advertising. It is said that a picture or video can be worth a thousand printed words. That is really the case with QR code apps.
Depending on the objectives of a brewery, the implementation of a QR code program does not have to be complex. Research by the Brewers Association shows succinctly that craft beer drinkers are sophisticated and comfortable with technologies. Whether you approach these codes as a consumer or brewery, here are some attributes of QR codes in a taproom or as part of the beer label/packaging at the retail level:
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Error-free processing: without entering URLs in a small space on a smartphone.
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Ability to present more personalized information, whether in audio, text/image or video format.
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Engaging with the consumer quickly and easily can reinforce branding and marketing strategies.
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The codes can be triggered by collecting data from the subscriber. Start surveys or track customer likes/dislikes.
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Any consumer-facing data can be dynamically updated on the backend.
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The convenient collection of consumer data can be used to create loyalty programs so that the consumer’s affinity with the brewery is real.
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Reduce advertising costs.
The path to a successful QR code is dictated by good planning and implementation:
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Be precise in what you or the brewery think the consumer expects in your QR code interface system.
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Implement a simple site that is easy to use and fast; It must be organized and intuitive.
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Minimize required user input.
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Make it a friendly site that incorporates people from the brewery/taproom staff. Video personalizes the brand.
Oh yeah, don’t think technology has stood still when it comes to craft beer.
Note: Innovative new technology is coming soon to the US that will enhance the experiences of telling a story about a beer or brewery. “Scheduled for release in Q3 2021, BEERSCANS™ is a platform developed for the craft beer industry that uses smartphones to scan labels and ‘augmented reality’ to project brewer content/message onto their own cans and bottles.” “. reported in American Craft Beer.
The problem with this technology is that a tag must be scanned into a smartphone using an app. Also, in a taproom setting at a brewery, beer is sold in glassware and labels are not printed on the glasses.
Throughout the world, the craft beer industry has embraced the QR code as a marketing tool, as it offers many creative options to implement.
Twins Barns Brewery-Meredith, NH
This 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 participation between customers and staff. The birthday game experience generated the highest text-activated redemption rate ever seen at the brewery.
Sherwood Brewing
Sherwood Brewing in Michigan uses QR codes on its online and in-store flyers to promote its “Pre-Kend” happy hour special.
Cisco Brewery in the Boston Seaport
Cisco Brewery in Boston Seaport uses Flowcode around the brewery to scan their menu.
Provincetown Brewery – Provincetown, MA
PBC uses beer to build community and give back. They use Flowcode at the brewery to allow them to face COVID complications 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 enamored with a QR code that they 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 around the beer industry for decades. It is now becoming apparent that QR codes are being embedded in new apps and in the cloud. However, in writing for this blog, what interests me most is bringing attention to the issues in the craft beer industry 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 amazing thing about the craft beer industry is that it has interesting people. The human interest side of the business showcases people who want to meet and discuss their passions for ingredients, styles, and trends. Breweries and consumers alike should explore QR codes and how to use them to move a great industry forward.
Health!
