A NYC craft brewery transformed their beer labels into a clue-based mobile game that celebrates music and Japanese culture

SingleCut Beersmiths, a New York City-based craft brewery, is gamifying some of their drinks to celebrate a musical tradition.

To pay tribute to the tradition of western bands traveling to Japan to get their starts, SingleCut Beersmiths is turning the packaging of their new IPA into a name-that-tune style game. The game, Big in Japan, uses QR codes and artful labels with hidden clues referencing the song title and lyrics to tell the story of four songs that became hits in Japan in the last 50 years. By scanning any of the four labels, drinkers of the IPA will be able to listen to the corresponding classic rock songs via Spotify.

SingleCut Beersmiths has taken heavy inspiration from Japanese gaming culture and the impact the country has had on rock and roll.

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SingleCut Beersmiths

Spotify

SingleCut Beersmiths, a New York City-based craft brewery, is gamifying some of their drinks to celebrate a musical tradition.

To pay tribute to the tradition of western bands traveling to Japan to get their starts, SingleCut Beersmiths is turning the packaging of their new IPA into a name-that-tune style game. The game, Big in Japan, uses QR codes and artful labels with hidden clues referencing the song title and lyrics to tell the story of four songs that became hits in Japan in the last 50 years. By scanning any of the four labels, drinkers of the IPA will be able to listen to the corresponding classic rock songs via Spotify.