A smart packaging concept enabling consumers and producers to connect through product packaging is rolling out to the alcoholic beverage market, with beer, cider, and seltzer brands set to benefit.

The suitably named ‘Swigr’ will act as a platform for alcohol brands to deliver a unique customer experience, and at its core, the concept enables brands to virtually link content to their packaging. 

Smartphone users scan the packaging to activate a unique experience, which is brought to life with AR technology. 

“It enables beverage brands to deliver unique consumer experiences virtually, activating from cans and bottles from anywhere in the world,” said Dave Chaffey, founding partner of Swigr.

“Consumers activate labels with their phones, enabling AR experiences to hover virtually over the packaging. The experience promises authenticity, discovery and real insights from every label, combining content and social media for a fly-on-the-wall experience.” 

Aside from exciting customers, Chaffey said that building connections with customers had been a key driver of the brand uptake. 

“Right from the start, we’ve focused on answering the question of what’s in it for the consumer,” explained Chaffey.

“Discovering the story behind the drink – the people, places, processes – is a real winner.

“There are themes of authenticity, storytelling, connection and a sense of realness, which matches the traits of the new digital savvy consumer. They worked well with Winerytale, a similar concept, modified for the wine industry.” 

Swigr launched this month with 50 brands from across the globe. The company is rolling out a second-round launch with another 50 brands in December. 

“We think there’s going to be some real wins for early adopters – virality in the short term, and a noticeable bump in sales in the medium term,” adds Chaffey.

“It’s a new technology, so don’t read too much into that, but there’s historical support for the thinking.” 

Information about the concept, and the second rollout, is available from the Swigr website. Click here to check out a demonstration video of the platform.

Food & Drink Business

Agribusiness Harvest Road, part of Andrew Forrest’s private investment vehicle Tattarang, has invested in commercial scale plant-based meat pioneer ProForm Foods, giving the company a minority stake to help facilitate ProForm's growth here and overseas.

Meat & Livestock Australia has opened applications for its next round of the ambassadors for its Red Meat Industry program. The project is designed for producers and support role workers.

Rabobank has appointed Stefan Vogel as the general manager of RaboResearch, the Australian and New Zealand arm of its global food and agribusiness research division.