QR Codes on Beer Label takes you to recipe and video feature

Bonfire Brewing in the US has been using creative beer bottle labels to draw craft brew drinkers for a couple years now, according to Andy Jessen, a co-owner and co-founder of the brewery.

On some labels they’ve used quick response codes — or ‘QR codes’ — to offer scaled-down beer recipes and videos.

Bonfire averages a new beer on tap every two weeks, according to Jessen, and they’ve brewed 150 beers since opening in fall 2010.

Jessen said every fiscal quarter Bonfire does six different beer label and can designs. Variation in label design is one way to draw craft drinkers who have discerning eyes. Many craft drinkers start their trips to the off licence by searching for distinct labels on bottles. Proving some beers are initially judged on appearance – if they are new and unknown. The QR code was just another way to engage them.

Jessen claims, 

“That’s where the craft consumer heads in the store. They want something different every time.”
Andy Jessen, Co-owner of Bonfire Brewery

Jessen said the QR codes haven’t actually generated much Web traffic for Bonfire. He suspects dedicated home brewers might make the extra effort to scan the code to easily access the recipes, but he isn’t sure the casual craft brew drinker bothers to use them.

As for the scaled-down home brew recipes available on the Bonfire labels, Jessen said he knows maybe a half-dozen people who have used a recipe from the QR code to brew their own beer. That’s not many considering how much beer Bonfire sells.