In a world where advertising channels are shrinking and regulations tightening, alcohol brands must look beyond traditional media. Connected packaging - using QR codes and NFC tags - gives brands a channel they own, offering control, flexibility, and powerful consumer connections in a compliant, engaging way.

 

1. From Advertising Challenges to Owned Consumer Channels

With proposed restrictions - like bans on alcohol advertising before the 9 pm watershed in the UK - brands face increasing pressure on media access. Connected packaging sidesteps these constraints by turning the bottle itself into a dynamic touchpoint, fully controlled by the brand.

 

2. Compliance Made Smarter, Labels Made Cleaner – for:

Wine

Since December 2023, EU law (Regulation 2021/2117) mandates ingredient transparency, including energy, sugar, acidity, and additives - but only allergens must appear on the label. QR codes let brands meet the mandate while keeping physical labels uncluttered, with the added benefit of dynamic updates.

Beer

Although EU rules exempt alcoholic beverages over 1.2% ABV from mandatory ingredient listings, many breweries voluntarily offer such information. Connected packaging allows them to showcase transparency - ingredients, nutrition, brand story - via a 2D experience, freeing up space for richer engagement.

Spirits

EU regulations, such as Regulation 2019/787, set labelling standards, but transparency beyond that isn't required. Connected packaging bridges the gap - providing provenance stories, mixology guides, virtual masterclasses, and digital passports - all without hierarchical label real estate.

 

3. Driving Engagement with Every Category

Digital content on pack allows you to do:

• Taste & Pairing Guides: From beer tasting notes and food pairings to cocktail creations and sommelier-like virtual assistants, interactive content enhances enjoyment and loyalty.
• Immersive Experiences: Campaigns like Coors’s “Tap to Chill” mini-game or Absolut’s AR gifting journey demonstrate creative ways connected packaging can truly engage.
• Consumer Intelligence: Data on when, where, and how consumers scan gives brands invaluable insights to optimize marketing and tailor experiences.

 

4. Authenticity & Anti-Counterfeiting

Counterfeits pose risks to both safety and reputation - 25–40 % of spirits consumed globally are estimated to be counterfeit. Connected packaging combats this via unique digital identifiers, authentication checks, supply chain visibility, and Digital Product Passports that provide verifiable product histories.

 

5. Preparing for GS1 Sunrise & Digital Link

By 2027, GS1's “Sunrise” initiative aims to replace traditional barcodes with 2D QR codes that serve both point-of-sale and consumer scanning. GS1 Digital Link then turns QR codes into universal digital identities - enabling multi-experience triggers (regulatory info, storytelling, loyalty) from a single scan.

 

Roadmap for Brands

Connected packaging is a strategic linchpin for the modern alcohol industry. It transforms passive labels into dynamic, data-rich gateways - empowering brands to comply, engage, authenticate, and adapt – and the pathway is clear:

 

• Audit labelling and engagement needs across categories (wine, beer, spirits).
• Select a scalable, GS1-compliant platform for connected IDs.
• Deploy multi-purpose codes (QR/NFC) that balance compliance and engagement.
• Design compelling digital experiences - storytelling, AR, virtual tours, micro-games.
• Capture and analyse scan data to drive future strategy.