Many brands are still trying to figure out how to use QR codes effectively in their branding and marketing, and it looks like the brewer Yeastie Boys has found a way with its Digital IPA scannable label.
The Zealand-based craft brewer Yeastie Boys (let's take a moment to acknowledge the cleverness of this name) has created a QR code-based label for its Digital IPA brew. One of the QR codes, when scanned, takes drinkers to a webpage with instructions on how they can make their own Digital IPA brew. The label's other QR codes will take you to Yeastie Boys' social media profiles on Twitter and Facebook. Here, drinkers can comment and discuss what they think of the Digital IPA beer.
Not only does the Digital IPA label create interaction with fans, having people try their own hand at making the brew could lead to a better recipe of the beer over time. At any rate, the Yeastie Boys have already garnered a gold medal award for the Digital IPA's packaging from the Sutton Group Brewers Guild of New Zealand Beer Awards 2012, according to Springwise.