Connected packaging experience garners votes for Australian Craft Beer competition

As AIPIA is about to head off to Australia to participate in APPEX, the country’s largest processing and packaging event, an Australian craft beer producer, Bridge Road Brewers, has reinforced the interest there in smart packaging, by harnessing its power to produce a connected experience. Partnering with consumer engagement platform Cellr, an AIPIA member, it has been able to achieve a Top 5 ranking in the GABS Hottest 100 Craft Beer Poll, which this year featured 436 of Australia’s craft breweries with 1877 different beers, attracting tens of thousands of votes.

The campaign, conceptualised by Bridge Road Brewers, was amplified with Cellr's platform and support, introducing the concept of connected experiences to the Australian craft beer sector. By integrating QR codes on its can, cases, bar menus, t-shirts, posters and more, Bridge Road transformed its physical, owned assets into a digital media channel for immersive digital experiences.

Cellr's platform played a pivotal role in the campaign's success by providing real-time consumer interaction. head of growth at Cellr, Daniel Hill, explained how it worked: “Using Cellr's platform, we delivered an engaging and fun experience for Bridge Road's customers and made it easy for them to cast their vote, supporting their favourite brewery.

“We were then able to leverage real-time data, enhancing the user journey, encouraging deeper engagement with the campaign, and effectively increasing click-through rates to the GABS voting page.” This iterative process of monitoring, analysing, and refining early in the campaign was crucial for maximising campaign effectiveness.

“Beechworth Pale Ale’s top five position in the GABS Hottest 100 Craft Beers has been the best gift we could have received for the 18th year of brewing our flagship beer. We wanted to deliver something special for this campaign, partnering with Cellr allowed us to engage customers in a fun and creative way as they consume the product both in-venue and at home,”  said Nathan Fenton, marketing manager at Bridge Road Brewers.

This achievement celebrates the second time Bridge Road have secured a top-five result in the countdown and the 16th time it's featured in the top 100, a testament to its commitment to innovation and excellence, it believes. The brewery's strategic use of technology sets a new standard in the craft beer industry, demonstrating the potential of connected product technology and cloud platforms like Cellr in enhancing brand engagement and driving successful outcomes, says the company.

According to Hill, Bridge Road Brewers has indicated an interest in utilising Cellr’s cloud platform in the future, with a focus on improving how they service their customers both across the country. “Cellr's innovative approach to consumer experiences aligns with Bridge Road’s enduring commitment to independence, authenticity, and quality, as they continue to ensure they offer the best customer experience and high standards they are celebrated for,” he added.

Cellr’s technology has come a long way since it first launched, according to the company. Since its inception it has undergone substantial evolution. Broadening its scope and capabilities beyond its initial focus on the wine industry, Cellr's connected product cloud has grown its consumer engagement, brand protection and compliance features, delivering solutions to clients across a diverse range of consumer-packaged goods (CPG) sectors, such as spirits, fashion, sports and events.

This article first appeared in PKN Packaging News, Australia’s packaging journal.

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