Not long ago, the idea of using augmented reality (AR) on custom spirit labels seemed little more than a gimmick to many brands. And an expensive gimmick at that.
Beverage companies spent substantial money on apps and one-off technology to animate their labels. But even years ago, these investments weren’t without good reason.
Spirit brands embracing augmented reality were early innovators of interactive branding. They recognized that AR was more than a trend in product labeling—it was a real way to stand out from competitors in busy aisles.
Thanks to advances in label technology like smart labels, companies no longer have to choose between beverage labels that stand out and a better ROI.
HOW DOES AR WORK ON SPIRIT LABELS?
Today, consumers don’t need a specialty app to interact with most augmented reality on spirit bottles. They just need a smartphone to scan the label or a QR code. Then the AR experience begins and lives entirely online. But what does that experience feel like?
In reality, you’re standing in a liquor store aisle staring at a bottle of tequila. But on your phone, you’re transported to Mexico, where you’re following a worker through a field of agave, learning about the harvesting process.
With the right label printing partner, these interactive and personalized experiences can be added to custom labels on spirit bottles without disrupting production. You may not even need to redesign your whole label to add AR, thanks to technological advancements in augmented reality and label printing.
WHAT AUGMENTED REALITY EXPERIENCES ARE POSSIBLE?
There’s no limit to the one-of-a-kind experiences your brand can create through custom AR smart labels. Really. Almost anything you can imagine can be added with only a few updates to your existing liquor labels.
If you’re having a hard time imagining interactive branding opportunities, here are a few ideas that illustrate the type of content augmented reality spirit labels can direct customers to.
- A video of how your spirit is made
- An interview with the CEO of your company
- A 3D image or video tour of your barrel room
- An interactive video game
- A song that’s connected to your brand
- Footage from an event you sponsored
- Meet and greet interviews with company employees
- A virtual tasting led by your distiller
- Influencer-created content
- A behind-the-scenes look at how spirit ingredients are grown
These are just 10 broad examples of what you can do with AR. When you partner with a custom label printer like Epsen Hillmer, we work with you 1:1 to come up with experiential ideas as unique as your spirit company.
6 REASONS TO USE AR ON CUSTOM SPIRIT LABELS
Even with the growing ease of adding augmented reality and smart label technology to spirit bottles, you might still be skeptical. If you’re questioning whether augmented reality is right for your brand, here are six benefits of investing in interactive branding on alcohol packaging.
1. Increase Buyer Consideration
Spirit aisles are crowded. New gin, vodka, whiskey, tequila, mezcal, and bourbon brands seemingly launch every other week, making shelf space tighter and tighter.
A well-designed, unique beverage label has the power to draw a shopper in. But it may not be enough to hook them. Smart labels with an interactive AR experience can actually slow down a shopper. It makes them pause and gives your brand a chance to shine—and could even create enough interest to close the sale.
2. Create Real Connections
Your brand has a story. But it’s hard to share it with depth on a label. Smart labels give you the space to go deeper and share your roots and your craft dynamically.
Rather than reading about the process, consumers can watch a video about what makes your spirits unique. They can journey with you to see where the water comes from, what type of barrels are used, and who is making the product.
When shoppers know your “why” and “how” and can see the passion behind your product, they’re more likely to choose you over competitors.
3. Bring Reviews to the Aisle
Word-of-mouth and influencer reviews continue to have a huge impact on consumer decision making. According to Overproof, online reviews and mentions by friends and families are two of the main reasons consumers choose a liquor brand.
By using augmented reality, your brand can bring these reviews to life. Your smart label can drive to a website where real people share why they love your alcohol or feature an endorsement from a paid partner.
4. Boost Digital Engagement
Want more followers? More email signups? Or maybe you just want data proving that your custom spirit labels are making an impact.
By using a smart label, you can track engagement and drive multiple touchpoints with consumers. Some beverage companies already use AR to:
- Promote a giveaway or contest
- Gain followers on Instagram
- Link to a playlist
- Share a deal or coupon
5. Connect with Health-Conscious Shoppers
For many consumers, nutritional information is important. If your spirit is high quality and packed with unique health benefits, an ingredient list won’t do much to share that story. With augmented reality, you can link to more information about the adaptogens, organic ingredients, probiotics, and more in your specialty spirit.
This type of information will also help you stand out with Gen Z consumers who are drinking less, seeking high-quality products, and are very interested in the nutritional make-up of alcoholic beverages.
6. Drive Repeat Purchases
When people know your story, they don’t just drink your spirit. They remember it. They form a connection to your beverage. Then, they tell their friends about it. Interactive branding can help build loyalty, drive consumer preference, and ultimately lead to repeat purchases.
By creating this level of depth and connection, your spirit company is also able to charge a premium price.
MAXIMIZE THE BENEFITS OF SMART LABELS WITH THE RIGHT PARTNER
Whether you’ve used augmented and smart labels before or have questions about how the process works, we can help. At Epsen Hillmer, we are a full-service label printing company that specializes in creating Labels of Distinction. We aren’t just experts at using AR for custom spirit labels. We are also leaders in food and beverage packaging trends.
If you want to stay up-to-date on label solutions and industry news, follow us on LinkedIn. If you’re ready to create dynamic spirit labels that drive sales with a partner who won’t disrupt your workflows, get in touch today.
