A gin distillery has unveiled new tech-infused bottle labels ahead of the opening of its new bar in a £3.5m Gloucestershire food and drink development.
Sibling Distillery has introduced augmented and virtual reality technology to its branding, which customers can scan with their smartphones to find out more about their products.
Users are able to interact with visuals, buttons and noises generated as they move their devices around the bottle. The animated content includes serving suggestions, such as which tonic is best suited to the gin, and allows consumers to virtually meet the company's founders.
The family-run business is the venture of four brothers and sisters from the Elliott-Berry family, who set up the Cotswold distillery next to their parents' Battledown Brewery in Charlton Kings near Cheltenham in 2014.
The business is set to open its own cocktail and wine bar called Our House in August in the upcoming Gloucester Food Dock.
BusinessLive’s sister website GloucestershireLive the project, due to be finished in the summer, will see two refurbished 19th century waterfront buildings in the city centre which will house 15 local food and drink producers.
Sibling Distillery co-founder Cicely Elliott-Berry said: “The idea of a smart label is especially great for producers like us who have so much to say about our products and only a few seconds to grab a customer's attention.
“We get pretty excited about what we do and adding video content to our bottles is a totally unique opportunity for us to 'sell' the brand ourselves to every person who picks up a bottle - that's an artisan producer's dream!”
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A growing number of food and drink brands are beginning to use smart label technology, including consumer good giant Unilever.
Cheltenham and London-based content marketing agency PinPoint Media, who collaborated with Sibling Distillery on the innovation, said the technology could allow businesses to access data to help better understand their customer base and learn how their products are being used.
PinPoint Media chief executive and founder Oliver Bruce said: “Creating a smart label through WebAR for Sibling Negroni Gin proves how versatile and effective this medium is becoming. Bringing the Sibling brand to life we've ensured the user's journey is engaging, seamless and insightful at every touchpoint.
“As the world begins to embrace virtual Reality and augmented reality we're starting to see a real demand for an integrated and diverse approach to content marketing, particularly in the direct-to-consumer markets.”
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