New Zealand-based brewer Yeastie Boys is offering its Digital IPA with a QR code on its label directing drinkers to instructions on how they can make their own version.

Yeastie Boys have introduced the India pale ale to its roster of craft beers and is placing QR codes on the label to enable smartphone users to get access to the brand’s Twitter and Facebook profiles, where they can instantly share their opinions on the drink. The bottles will also send drinkers to a webpage containing its recipe, enabling them to have a go at brewing their own version of the Digital IPA. With an emphasis on both better communication with customers and production transparency, the campaign could lead to a perfection of the beer over time as fans experiment with the recipe.

The ale has already won a gold medal for its packaging at the Sutton Group Brewers Guild of New Zealand Beer Awards 2012.

Creative agencies designing consumer products – consider what other businesses could benefit from greater transparency? Could any of your current or future projects benefit from this channel of thought?

Tom Kelly-Lord