Sussex-based micro-brewery WJ King have taken advantage of the latest developments in technology to engage customers with their brand. QR codes have been added to every bottle and every font for their 25 beers, which when scanned link to a video of head brewer, Ian Burgess discussing the process of making each beer and talking the consumer through the end product.

Burgess explained, 'We want to ensure that customers really understand the style and flavour characteristics of each of our beers and how they are made, to allow them to make an informed choice of which beer to try. Being able to see me in the brewery talking about each beer will hopefully help them to develop their palate and understand a little bit about the art of the brewer.'

This move fits well with the trend for micro-breweries to do something a little different in a bid to reach out to the new generation of ale drinkers. It's clearly a tactic that's working, too with real ale the fastest growing area of the pub-trade. The addition of the QR codes is also hoped to provide an effective learning tool for bar staff looking to improve their beer knowledge, so everyone's a winner!

News item from Imbibe.com, 11-11-2011