QR codes on open source beer label link to its recipe

New Zealand-based brewer Yeastie Boys is offering its Digital IPA with a QR code on its label directing drinkers to instructions on how they can make their own version.

Beer drinkers have already been able to input into the creation of a new product with Leeds Brewery‘s special edition crowdsourced ale. Now New Zealand-based brewer Yeastie Boys is offering its Digital IPA, whose label directs drinkers to instructions on how they can make their own version. The company has introduced the India pale ale to its roster of craft beers and is placing QR codes on the label to enable smartphone users to get access to the brand’s Twitter and Facebook profiles, where they can instantly share their opinions on the drink. The bottles will also send drinkers to a webpage containing its recipe, enabling them to have a go at brewing their own version of the Digital IPA. With an emphasis on both better communication with customers and production transparency, the campaign could lead to a perfection of the beer over time as fans experiment with the recipe. The ale has already won a gold medal for its packaging at the Sutton Group Brewers Guild of New Zealand Beer Awards 2012. What other consumer products could benefit from greater transparency? Spotted by: Katherine Noyes