Leading beverage retailers are harnessing the power of technology like augmented reality and connected app experiences to bring their products to life in new ways

Retailers are leveraging responsive in-store technologies, such as interactive shelf displays and AR-powered virtual demos, that supply shoppers with additional information to bring products to life, while also providing valuable data about shoppers’ in-store interactions in order to further refine the brick-and-mortar experience.

Beverages brands are reinventing how their customers engage with their products by accompanying them with mobile app experiences, placing them on smart shelves and more, elevating the experience with digital content to drive interactivity and engagement:

Mackmyra
Swedish whiskey brand Mackmyra partnered with near-field communications specialist Thinfilm for ‘smart bottles’ that connect customers and increase brand awareness. NFC-enabled tags on the bottle provide consumers with information about the whiskey’s origins, including the specific cask it was aged in, as well as linking them to the brand’s Private Cask program, which allows consumers to create and follow their own personal cask, from maturation to final bottling.

Tito’s Handmade Vodka
In partnership with online recipe site Allrecipes.com, the liquor brand Tito’s Handmade Vodka launched a Facebook Messenger chatbot that leverages AI technology to provide trending, seasonal cocktail drink recipes and tailored recommendations that vodka enthusiasts can access in real time. The virtual bartender also facilitates ecommerce, allowing customers to click to purchase Tito’s from Drizly for on-demand delivery.

Angry Orchard Cider+Food app
Boston Brew Co.’s hard cider brand Angry Orchard debuted its Cider+Food app featuring an augmented reality experience that helps customers find the best food to pair with hard cider. The app lets mobile consumers scan specially marked bottles of Angry Orchard to unlock a digital experience guided by head cider maker Ryan Burk, who shares his tasting notes, recipe pairings and more. Angry Orchard worked with technology partner Rightpoint to develop the AR app, which also lets customers take a virtual 360-degree tour of the apple trees at its cidery.

Devils Backbone Brewing Company
AB InBev’s Devils Backbone Brewing Co. in Roseland, Virginia, is experimenting with augmented reality in its packaging. In conjunction with a new app, the AR images on three Devils Backbone beer packages—Vienna Lager, Striped Bass Pale Ale and Gold Leaf Lager—will make the packages appear to come to life when viewed through a smartphone camera.

These are just a few examples of innovative beverage companies, both alcoholic and not, experimenting with packaging and merchandising technology. For more, download PSFK's report Elevating The New Beverage Experience.


Lead image: stock photos from Syda Production/Shutterstock

Retailers are leveraging responsive in-store technologies, such as interactive shelf displays and AR-powered virtual demos, that supply shoppers with additional information to bring products to life, while also providing valuable data about shoppers’ in-store interactions in order to further refine the brick-and-mortar experience.

Beverages brands are reinventing how their customers engage with their products by accompanying them with mobile app experiences, placing them on smart shelves and more, elevating the experience with digital content to drive interactivity and engagement: