As the beer industry embraces digital engagement with its consumers, there is a growing opportunity for brewers to leverage connected packaging - such as QR codes and NFC tags - not only to share product details but also to engage consumers with enhanced experiences.

With increasing competition in the beer category, including new trends such as the shift towards 0% beers and higher consumption of a more diverse set of craft beers, understanding who your customer is and connecting them with relevant experiences will ensure you protect and grow market share. Below we set out some key considerations if you work in the beer industry, and are considering connected packaging.

EU Food Information to Consumers Regulation – What Beer Brands Need to Consider

EU Regulation No 1169/2011 provides the basis for both transparency and protection for consumers in relation to food information and includes the obligation to provide a list of ingredients and a nutrition declaration.

However, alcoholic beverages exceeding 1.2% ABV are exempt from mandatory ingredient and nutritional labelling. Despite this, many beer producers (such as the Beer Institute) have adopted voluntary measures to provide this information, with it still be actively encouraged by many in the industry.

By taking the opportunity to provide enhanced transparency, beer brands can build consumer trust, as well as implement blanket templates for their brand portfolio– including their alcohol free ranges. Connected packaging can provide a useful solution to brands here, allowing them to save space on their packaging with a QR-led experience that provides all the necessary details in an engaging way. This then allows for more space on pack for a secondary QR code with an enticing call to action, to drive consumers towards more engaging content.

How Connected Packaging Enhances Consumer Engagement

Today’s consumers seek more than just a beverage; they desire an experience. Implementing connected packaging enables brewers to offer interactive content that informs, entertains, and fosters brand loyalty – whilst also driving first party data. Common areas of focus are:

• Product Origins & Sustainability: Sharing the story behind the brew, including sourcing of ingredients, brewing practices, and sustainability efforts. This caters to the 73% of consumers who prefer brands that provide transparency and authenticity.

• Tasting Notes & Pairings: Providing flavour profiles, ideal serving suggestions, future recommendations, and food pairings to enhance the drinking experience.

• Behind-the-Scenes Content: Offering virtual brewery tours, interviews with brewmasters, and insights into the brewing process.

• Loyalty & Rewards: Encouraging repeat purchases through digital loyalty programs, exclusive offers, or access to limited-edition brews that collect valuable first party data.

• Post-Purchase Data: By analysing the time and location of your consumers' engagement with your connected packaging, you can gain invaluable insights into how your product is being consumed, and drive dynamic campaigns based on this data (when using the right ID management platform).

Case Study: Madri’s ‘Soul of Madrid’

In 2023 Madrí was growing its brand in the UK, trying to get people back into pubs and bring to life the Soul of Madrid. The brand used mobiles as the key to unlock Madrí’s famous Red Doors - their logo - across the UK, leading to an immersive world where users could paint pint glasses, learn Spanish, and be connected to local bars, gigs, and events with special offers, generating over 250,000 user engagements. See more here.

Case Study: Coors’ Tap to Chill Mini-Game

Coors needed an innovative way to teach consumers about the brands thermochromic label – the mountain on the label turns blue when the beer is chilled and ready to drink – and to generate first party data to power their marketing. The solution was a gamified experience triggered via a QR code on the bottle that saw consumers play a game - tapping their phones to ‘chill’ the bottle to the right temperature. The short form game led to a competition entry page where consumers could leave their details for the chance to win ski prizes. See more here.

GS1 Sunrise and Digital Link: Scaling 2D Barcodes in the Beer Industry

GS1 is the global standards body for barcode technology, with GS1 Sunrise their initiative to move the global supply chain towards two-dimensional (2D) barcodes (QR codes). What this means, is by 2027, GS1 are aiming for all barcodes to be changed to QR codes - that allow both the POS Scanner at the till to scan the code and receive the data it needs, but also for the consumers to be able to scan it and be served relevant information for them. The shift has already begun with the new technology being tested in 48 countries across the world, representing 88% of the world’s GDP.

The GS1 Digital Link standard enables QR codes to act as universal digital identities for products. Ensuring you use a platform like io.tt that is GS1 compliant is important as we move towards Sunrise so you can drive consistency across your portfolio, adhering to the highest standards when it comes to interoperability across the supply chain and for consumers. By adopting GS1 Digital Link, breweries can:

✅ Ensure global consistency in product information.

✅ Support multi-use QR codes - transforming their current barcode into their own direct channel of communication to their consumer.

✅ Reduce label clutter while improving data access.

✅ Link to multiple experiences from a single QR code (e.g., regulatory info, product storytelling, loyalty programs).

Read more about why GS1 Sunrise and GS1 Digital Link are important.

Brewer’s Roadmap for Adopting Connected Packaging

1. Consult Connected Packaging Experts: Talk to experts in the space to audit how connected packaging can align with your beer brand's consumer engagement goals and regulatory requirements. 

2. Select an ID Management Platform: Find a platform (such as io.tt) that best suits these needs, allowing you to generate and manage connected packaging experiences at scale.

3. Ensure You're Compliant With GS1: Make sure your QR Codes are GS1-Compliant, and your supply chain is ready for the migration (read our checklist here).

4. Develop Engaging Digital Experiences: Create a portfolio of interactive experiences that help you achieve your goals - consider how they can be dynamic based on data such as location and time, product, and number of scans. Each experience should be designed with your objective, and their context in mind.

5. Analyse Consumer Data: Use the data gathered by these interactions in your management platform, to drive valuable insights about your product's usage, and supplement your marketing efforts with it.

6. Monitor and Improve: Continuously assess the effectiveness of connected packaging initiatives and refine approaches based on consumer feedback and technological advancements. 

For brewers, embracing connected packaging is a strategic move to enhance compliance, engage consumers, and stand out from the increasing competition. By integrating technologies like QR codes, NFC tags, brewers can meet evolving consumer expectations and navigate the dynamic landscape of the beer industry.

If you're a beer brand looking for help with your regulatory compliance and consumer engagement - get in touch and we can talk you through our platform io.tt or even start you on a free trial.