“The wow factor”: Beerscans Augmented Reality platform turns beer packaging into interactive fun

08 Apr 2021 --- Third Aurora is unveiling Beerscans, an Augmented Reality (AR) platform for the beer packaging industry. Beerscans is a tool for brewers to offer unique virtual experiences to consumers from every beer label, the company says. 

The concept uses smartphones to scan labels and AR to project content back onto the can or bottle. The technology will roll out to the industry in 2021.

The high-tech innovation that turns product packaging into interactive “virtual” displays could help drive craft beer’s popularity even higher, Third Aurora supports. 

Dave Chaffey, founding partner from Third Aurora, the company behind the platform, says the “wow factor” is a powerful drawcard for customers.

“The AR is just incredible. You literally see jaws drop. It really captures the imagination,” says Chaffey.

“That’s the razzle-dazzle. It’s the team behind it all that are the real stars of the show.”

Storytelling draws attention
The company is pitching the concept as a way for consumers to discover a brand’s backstory – the people, processes and place behind their favorite beer.

Beerscans uses smartphones to scan labels and AR to project content back onto the can or bottle.Point-of-sale materials will dare consumers to bring their beer to life, as well as challenging them to unlock the story behind the beer.

According to Chaffey, Beerscans is a great fit for the craft beer industry. “This is all about delivering a great experience, one that’s a bit different.”

“It’s informative and entertaining – and it’s with real people, telling their story straight from their own product. That authentic mix is where consumers see the value,” he adds, “and we think it aligns well with the craft beer movement.”

“The consumer response has been strong; we can see a pathway to bring the concept to every craft beer.”

Commercial opportunities
While the focus is on the customer, a range of additional features make it hard to ignore the intriguing commercial opportunities, Chaffey says.

These include promotions; capturing sales; social media connection; and activation of all inventories.

On that last point, Chaffey explains that customers can “forget QR codes.”

“The smartphone app uses image recognition technology to analyze the detail of cans and bottles – effectively identifying products by ‘sight, the same way you or I would.’”

“A business only has to upload one label for our system to learn, and then every identical label across the world activates. Whether it’s from the latest batch or an old bottle that’s been in a fridge for ten years.”

If the label looks the same, it is active, he concludes.

AR in packaging
Wine industry platform Winerytale, also by Third Aurora, previously started offering a synonymous app allowing wine producers to create, manage and market an AR experience to consumers via smartphone-scannable labels. 

The Winerytale platform seeks to boost sales and connect wineries with the new generation of tech-savvy wine lovers. The app has inspired more than 500 wineries across the globe into employing futuristic marketing trials.

Third Aurora also introduced a similar technology enabling smartphone cameras to scan packaging and project virtual content. The AR platform empowers beverage manufacturers with direct-to-consumer channels without the need for QR codes or special package printing.

Edited by Kristiana Lalou