Microbrewery WJ King is exploiting new technology by adding a unique QR code to the pump clip and bottle label of each of its 25 beers.
Scanning this code with a smartphone enabled by the freely available QR App automatically links to a video of head brewer Ian Burgess, who talks about the beer you’re drinking and the ingredients from which it’s made.Real ale is the fastest growing sector in the pub trade and new style microbreweries such as WJ King are attracting a new generation of real ale fans all over the southeast of England. This new generation of beer drinkers is passionate about what they eat and drink and have a thirst for knowledge about the provenance, ingredients and manufacturing process of what they’re drinking.
Marketing director Orla Lambe said: “This is such a fantastic and obvious way to communicate with our customers at the point they are deciding which beer to choose, that we are sure other brewers will follow our example. It will be great for the consumer and we’re very proud of being the first brewery in the world, we believe, to put our head brewer in every pub.”
The videos of Ian Burgess talking about the beers are also available to view on the Brewery website and on YouTube for customers who don’t have smartphones.
originally posted on http://www.foodbev.com by Shaun Weston
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