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Alcohol brands are turning to WebAR and this is why

March 25, 2022

iPhone screen bottle champagne aryel augmented reality

In many countries worldwide, spirits companies are using Augmented Reality to deliver engaging experiences and differentiate their brands thanks to immersive storytelling, while driving sales and brand awareness. This is particularly interesting also for countries where alcohol brands cannot sponsor their products on social media, or are very limited to do so, to protect certain audience segments, such as underage users.

In such countries, which are more common than one could expect also in Europe, it might be challenging for companies to promote their beverages and to get a digital touchpoint with potential customers; and here’s where AR comes into game. Another issue comes from the fact, within an arguably saturated market, it is pretty hard to stand out from competition. But AR experiences can help them engage with a new generation of drinkers and the next era of (responsible) consumers.

According to reports, 64% of US consumers aged 21-34 and 52% overall are willing to pay extra for higher-quality drinks. The interest in healthy living has driven a significant increase in the sales of natural and organic wines and spirits, and the same age group – millennials – has demonstrated a preference for investing in unique and elevated experiences as opposed to simply “buying objects”.

WebAR is the future of spirits companies’ marketing

According to what we’ve just seen, the market is living a paradox: customers want to live immersive experiences and discover new brands of alcohol drinks, while companies cannot reach potential buyers on social media because of restrictions.

However WebAR can be a viable solution to match these two needs; working with a simple URL, it can offer customers engaging and educational experiences, while helping brands to reach a wider target audience, while boosting brand awareness and overcoming social media burdens.

WebAR can enrich the experience with delivery services

In many city there are delivery services dedicated to alcohol, that bring wine bottles, beers or other spirits directly at home. Of course it’s not always easy to value a bottle bought online from an app, compared to the experience in a wine shop, with an expert that help customers finding the perfect match for their needs.

WebAR can enrich the experience with delivery services

However, with fun gamification experiences, quizzes and labels enriched with WebAr that – when scanned with a smartphone – give customers helpful and fun information about the wine or spirits they bought, delivery services can offer a better buying experience, while differentiating from competitors.

Bar and restaurants start implementing WebAR

Also bar and restaurants are beginning integrating WebAr experiences in their menus. It only takes a QR code to offer customers fun experiences to play with while they waiting with their order or even offer additional information about a bottle or a spirit, without having to reprint the whole menu.

Bar and restaurants start implementing WebAR

Using an AR-enabled app and smartphone, a guest would see a cocktail appear on the table in 3D—giving a better feel for what they want to order. Seeing an image of a cocktail in front of them might also encourage to try something new.

Virtual space for information sharing

WebAR for packaging is the perfect solution for the problem of limited space. WebAR content made with the Aryel platform can be triggered by a small QR code or even an image and can be experienced directly on the browser.

Virtual space for information sharing

It is possible to share a wide range of information or media in different languages and formats (i.e., videos, audio, 3D models or even game experience).

  • Nutrition and health information
  • Company information
  • Event announcements
  • Environmental and sustainability considerations 
  • Educational information
  • Trivia and fun experiences, such as games, social media filters, and so on

WebAR content can appear as rich in 3D graphics, animation, interactive flows, video, and sound effects. On the customers’ side, adding WebAR experiences to products will make them associate brands with an innovative approach to marketing and regard it as a source of fun and exciting phygital experiences.

Making the Brand Memorable

The challenge spirits’ brands marketers always face both off- and online is making a brand shine and stand out in a market that is overcrowded with products.

One solution is to offer an Augmented Reality experience to the customer, making the brand stand out from the competition and boosting brand awareness and brand loyalty quickly and easily.

Making the Brand Memorable

They only need to create an experience triggered by the packaging, and once the customer scans it, it appears as a link to open, and the WebAR experience will conveniently begin in their browser. So while traditional AR requires users to download an app, WebAR experiences created on Aryel users simply need to tap the link to enjoy the experience via browser, making the whole process smoother and faster.

Thanks to gamification assets besides that “wow” effect, these kinds of AR experiences can encourage users to discover more about brands and improve sales. For example, product packaging can contain codes that unlock unique experiences or even sneak peeks at new products or invitations to special events and discounts.

From off- to online engagement

If most of consumers engage with alcohol brands “in real life”, in bars, shops and restaurants, when they buy or consume bottles, this market finds it challenging to engage with audience online, as we’ve seen.

However WebAR is the perfect way to bridge the two dimensions, bringing users from scanning a label offline, to websites or landing pages with a simple CTA in WebAR, while collecting insights and analytics, such Aryel’s platform does.

From off- to online engagement

Users can reach the brand from different touch-points, where WebAR can be integrated; from bar and restaurants’ menus, to packaging, websites, shops printed assets and social media (when admitted by law), WebAR is a new way to get in touch with companies and discover their products and history, a strategy that is proved to boost sales and ROI.

Packaging design budget-friendly and flexible

Augmented Reality for packaging is not expensive: companies do not need to completely redesign packaging since they only need to add a QR code or an image that triggers the WebAR content.

Another of the great things about AR for packaging is the ease of update. Anytime they need to launch a particular campaign or promotion, marketers simply have to modify the WebAR content connected to that specific trigger. The opportunities to launch viral campaigns are endless, from brand-specific events, such as anniversaries or new product launches, to national or global campaigns, such as sports events or holidays.