CLEVELAND ? Beverage manufacturers are looking to intelligent packaging to reach more consumers, Beverage Industry reports. Overall, intelligent packaging demand predicted to rise close to 20 percent each year to reach $370 million by 2015, according to the ?Active & Intelligent Packaging? study by The Freedonia Group Inc. Quick-response (QR) and other 2D barcodes will drive the increased interest.
Some beverage makers are finding that adding scannable barcodes and QR codes can boost interest in their drinks. For example, Sacre Bleu Wine found that QR scanning of its wines jump 1,200 percent from July to December 2010. The winery puts QR codes on the front label with text asking consumers to scan the code with a barcode reader or mobile app. The QR code links consumers with a custom mobile landing site that provides brand data, food and wine pairings and promotional information.
?[Two-dimensional barcodes are used] to attract interest in the product when people are shopping and also to provide information because on a lot of products, the space is limited,? said Esther Palevsky, industry analyst at The Freedonia Group.
More young adults scan the 2D barcodes, which tend to be aimed at that age group. Beverages using the technology include beer, energy drinks, soda and wine.
Hydrive Energy put QR codes on Decafe and Extra Energy beverages this summer. Consumers scanning the codes went to a mobile site filled with contests, fitness trivia, free stuff and product info. ?By offering different content with each scan, we replicated the ?under-the-cap? promotional experience often used in traditional soft drink marketing but in a digital way,? said Charly-Ann Oddo, director of marketing and digital media at Hydrive Energy. ?This difference encourages our consumers to have a more interactive and intimate relationship with our product.?
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