New Platform Turns Beer Labels Into Augmented Reality Experiences 

The augmented reality (AR) platform BEERSCANS is looking to advance the craft beer industry with packaging to entertain people as they sip.

“Imagine looking at a beer can and noticing that it’s slowly getting darker, all by itself. This is a can, just in front of you, almost black. And then all of a sudden, it lights up, and it’s different – the surface of the can is playing a video, running 360 [degrees] around the can, and it’s from the brewers themselves,” Dave Chaffey, founding partner of BEERSCANS, said in a press release.

The concept uses technology that turns product packaging into interactive displays with the use of a smartphone. Slated to roll out to the craft beer industry sometime this year, the new tech platform will allow brewers to deliver a unique virtual experience from every beer label.

Chaffey, founding partner of both BEERSCAN and of Third Aurora, the company behind the platform, says that the “wow factor” is a powerful draw for customers. “The augmented reality is just incredible. You literally see jaws drop. It really captures the imagination.” He added that the platform itself is “the razzle-dazzle,” and pointed to the company’s team as “the real stars of the show.”

The Australian startup is currently pitching the concept to consumers as a way to discover the people, processes and places behind a person’s favorite beer. The company plans to incorporate point of sale (POS) materials that will “dare consumers to bring their beer to life” and offer various tricks to help them “unlock the story behind the beer.”

Chaffey believes that BEERSCANS will help the craft beer industry in “delivering a great experience, one that’s a bit different.” He noted that consumers have reacted favorably to the interactive VR (virtual reality) display concept, and envisions bringing the concept to every craft beer.

“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,” Chaffey explained.

Augmented reality technology has been particularly beneficial to shoppers amid the global COVID-19 pandemic, as retailers have looked for the best ways to replicate the physical store experience in a virtual shopping world.