Roseland, Virginia's Devils Backbone Brewing Co. launched a trio of AR packaging designs for its Vienna Lager, Gold Leaf Lager and Striped Bass Pale Ale.
Through the screen of a mobile device, consumers are able to see the stories of each craft beer come to life. With the Striped Bass Pale Ale, a bass sings about oyster restoration and clean water, the packaging for the Vienna Lager introduces a barn swallow that does bird impressions and the Gold Leaf Lager introduces a dog with little patience—which only serves to showcase the meticulous care that goes into the brewery's beer-making process.
As Devils Backbone COO Hayes Humphreys describes, "Craft beer built its reputation on frequent and exciting innovation inside the bottle, but shakeups specific to the physical bottle, can, and box have been fewer and further between. Augmented reality technology significantly upgrades our ability to tell consumers about our beer in a fun and engaging way."