How Long.Does It Take.For.Fb To.Rtxt Access.Code QR Codes in Craft Beer Industry Is About Something Old, Something New, Yet Innovative

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QR Codes in Craft Beer Industry Is About Something Old, Something New, Yet Innovative

QR (Quick Response) codes have been around for twenty-five years and have become ubiquitous thanks to the smartphone. At one point I thought NFC (Near Field Communications) tags were the way of the future; not anymore. NFC’s still have applications, but the craft beer industry is running full tilt to use QR codes for various applications.

Consumers value QR codes because they can provide a wealth of product information that can facilitate purchasing decisions, build loyalty, increase brand awareness, encourage trials, and save time. When a QR code destination page / site is designed correctly the consumer experience with a taproom or brewery can be all encompassing and easy.

Today craft beer QR codes can be found on coasters, packaging, in-store displays, literature, and beer menus. These codes are on signage in brewery taprooms and brewpubs that, when scanned, provide detailed information about specific beer styles, ingredients, brewmasters, and any other application imaginable.

From a brewery’s perspective a well-designed landing site/page will allow the consumer to make decisions about the beers they want to try, free staff, and create a welcoming tone and presentation of beer offerings. In addition, QR codes allow the brewery to add a personality to the brand by bringing the consumer inside as an insider. Some breweries choose to add a video/audio of the brewmaster explaining his thinking behind crafting beer recipes.

It’s worth noting, the TTB (Tax and Trade Bureau) is “in the loop” on anything, even remotely, considered part of beer advertising. Simply, what you say about your craft beer product through a QR code must also be shown on the label and within the alcohol beverage advertising regulations. EU beer regulations require labels to contain ingredient and nutritional information. That could come to America and what better place to include such information than on a website accessed through a QR code.

In gathering information on QR codes used by breweries, we found many options for help from experienced sellers. Some breweries we contacted, use a company called Flowcode. Therefore, we contacted them for information in this article.

“We know that brewers and beverage companies take a lot of pride in their craft and that’s why Flowcode is the perfect QR code technology partner for them. technologies and data analysis capabilities, can they are measurable, interactive moments of both beer and bottle labels that are brand aligned, ultra-fast, and dynamic (which means content can be updated quickly).

“By simply scanning the Flowcode with their smartphone’s camera/code reader, patrons can instantly explore specific diversity information about a craft beer and engage more deeply with any customer touchpoint,” said Jim Norton, Flowcode’s Chief Revenue Officer.

“The compelling point about QR codes is that a brewery, taproom or brewpub doesn’t need to create an app to get in the game; if you have a website, you’re good to go. In some cases, “you can get in the game for as little as $10 per month”, says Norton.Most smartphone users have QR code readers on their phones these days.

Don’t have a suitable website? Flowcode has also developed a turn-key landing page option called Flowpage. It’s a no-code mobile-first experience, so breweries, taprooms or brewpubs don’t even need to have a website, they can spin up a Flowpage in minutes and they’re good to go.

As an aside. I recently visited a craft beer taproom that makes a beer I’ve been dying to try. I started asking the server about options. I was directed to the QR code printed on the coaster he handed me and voila, there appeared descriptions of all the styles offered. In fact, the descriptions are in the form of an audio featuring the brewmaster and include descriptions of the hops used in a barley. I even decided to opt in to get e-mails of recipes and future releases from the brewery.

Tom Hope, VP-Tableside Partners (a fish house and brewery) explains how sophisticated a QR code system is: “We put a QR code that, when scanned from the menu with your smartphone, it takes you to an experience. where you meet the captain of the ship that catches the scallops, for example. It tells you where they come from”. In addition, they use the codes to access important customer data, a method adopted by TAPS (the restaurant) to encourage customer loyalty. Obviously, this same application can be used in a craft beer brewery that provides an experience directly from the brewmaster.

Using a dynamic QR code (as opposed to a static code), relevant information changes can be updated quickly. For example, if a specific beer becomes unavailable and/or a new beer is added to the line-up of a taproom/brewpub, simply update the information and put it live on the site. This can be used for product information, pricing, and promotions.

OR codes in the retail food industry have been around for a long time. They are often seen on packaging and in print ads. As noted, they improve the user experience of a product, add to the body of product information and reduce advertising costs. It is said that a picture or video can be worth a thousand printed words. That is certainly the case with QR code applications.

Depending on a brewery’s goals, implementing a QR code program doesn’t have to be complicated. Brewers Association research shows that craft beer consumers are sophisticated and comfortable with technologies. Whether approaching these codes as a consumer or a brewery, here are some characteristics of QR codes in a taproom or as part of the beer label / packaging at the retail level:

  • Error free processing-no input of URLs in the small space of a smartphone.

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

  • Connecting with the consumer can quickly and easily re-enforce brand and marketing strategies.

  • Codes can be actioned by collecting subscriber data. Start a survey or track customer likes/dislikes.

  • Any consumer-oriented data can be dynamically updated in the backend.

  • The easy collection of consumer data can be used to create loyalty programs to drive consumer attachment to real beer.

  • Reduce advertising costs.

The road to a successful QR code is dictated by good planning and execution:

  • Reflect on what you/the brewery think the consumer expects with your QR code interfacing system.

  • Roll out with a simple site that’s user-friendly and quick—it needs to be organized and intuitive.

  • Minimize required inputs from the user.

  • Make it a friendly site that includes people from the brewery/taproom staff. Video personalizes branding.

Oh yeah, never mind that technology stands still when it comes to brewing beer.

Note: A new technology is coming to the US soon, which improves the experience of telling a story about a beer or brewery. “Scheduled for a Q3 2021 rollout, BEERSCANS™ is a platform developed for the craft beer industry that uses smartphones to scan labels, and “augmented reality” to project the content / message from the brewer back to their own cans and bottles”. Reported on American Craft Beer.

The problem with this technology is that a label needs to be scanned on a smartphone using an app. Additionally, in a brewery’s taproom environment, beer is sold in glassware and labels are not printed on the glasses.

All over the world the craft beer sector has embraced the QR code as a marketing tool because it offers many creative options to implement.

Twins Barns Brewery-Meedith, NH

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

Sherwood Brewing

Michigan’s Sherwood Brewing is using a QR code on their on-line and in-store fliers to promote their special ‘Pre-Kend’ Happy Hour.

Cisco Brewery at 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 are using Flowcode at the brewery to allow them to address the complications of COVID head on.

Southern Pines Brewing Company

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

Nocking Point Wines

Nocking Point Wine likes a QR code so much that they made it a part of a label.

With a little time searching the internet, it doesn’t take long to discover QR codes that have been in the beer industry for decades. It is now becoming apparent that the QR code is being pushed into new applications and into the cloud. However, writing for this blog I am more interested in drawing attention to issues in the craft beer industry that bring the industry to life for both brewers and consumers. Not everything about craft beer has to be complicated and rooted in chemistry. There is a wealth of information that makes craft beer fun, interesting, entertaining, and educational. And most importantly, the impressive thing about the craft beer industry is that it has some interesting people. The human interest side of the business features people who want to meet and discuss their passions about ingredients, style and fashion. Breweries and consumers should explore QR codes and how they can be used to promote a great industry.

Cheers!

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