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 leaning toward using QR codes for a variety of applications.

Consumers appreciate the QR code because it can provide a wealth of product information that facilitates purchase 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 coasters, packaging, store displays, literature, and beer menus. These codes are found on the signage of breweries and taverns which, when scanned, will provide detailed information on specific beer styles, ingredients, the brewmaster, and any apps 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 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 Office) is “aware” 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 shown on the label and within the alcohol advertising regulations. Beer regulations in the EU require that labels 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.

Collecting information on QR codes used by breweries, we found many support options from experienced providers. Some breweries we contacted use a company called Flowcode. So, we contacted them for information in this article.

“We know that brewers and spirits companies take tremendous pride in their craft and that’s why Flowcode is the perfect QR code technology partner for them. Leveraging Flowcode’s next-generation QR technology and mobile-friendly 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 updateable content) .

“By simply scanning the Flowcode with their smartphone 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 income.

“The selling point of QR codes is that a brewery, tavern, or brewery doesn’t need to create 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,” Norton says. Most smartphone users already have QR code readers on their phones now.

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

As an aside. I recently visited a craft beer tap 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 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 that imparts an experience straight from the brewmaster.

Using a dynamic QR code (instead of a static code), relevant changes in information can be updated almost 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 make it live on the site. This may apply to product information, prices and promotions.

OR codes in the retail food industry have been around for some time. They frequently appear 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 a video can be worth a thousand printed words. That is really the case with QR code apps.

Depending on a brewery’s goals, implementing a QR code program doesn’t have to be complex. Research by the Brewers Association succinctly shows that craft beer consumers are sophisticated and comfortable with technologies. Whether you’re approaching these codes as a consumer or brewer, here are some attributes of QR codes in a tavern or as part of beer labeling/packaging at a retail level:

• Error-free processing: without entering URLs in a small space on a smartphone.
• Ability to present more personalized information, whether in audio, text/image or video format.
• Engaging with the consumer quickly and easily can reinforce branding and marketing strategies.
• Codes can be triggered by collecting subscriber data. Start surveys or track customer likes/dislikes.
• Any consumer-facing data can be dynamically updated on the backend.
• The convenient collection of consumer data can be used to create loyalty programs so that the consumer’s affinity with the brewery is real.
• Reduce advertising costs.

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

• Be precise in what you or 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/taproom staff. Video personalizes the brand.

Oh yeah, don’t think technology has stopped 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 tavern setting in a brewery, beer is sold in glassware and labels are not printed on the glasses.

Around the world, the craft beer industry has embraced the QR code as a marketing tool as it offers so 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 app designed by Flowcode captures the customer’s attention and creates engaging moments 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 in love with a QR code that it 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 brewing industry for decades. It is now becoming clear that QR codes are being inserted into new applications and in the cloud. However, in writing for this blog, I am most interested in drawing 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 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 move a great industry forward.

Health!