New Zealand brewer gives Digital IPA recipe via QR codes on bottle labels

Digital IPA: providing recipe for home brew

Digital IPA: providing recipe for home brew

New Zealand brewer Yeastie Boys is marketing its Digital IPA with a label that directs consumers to a recipe for making their own version of the ale.

The company has introduced the India pale ale to its range of artisan beers and is putting QR codes on the label to let smart phone users access the brand’s Twitter and Facebook profiles, in order to share their views on the drink. 

The bottles will also send drinkers to a webpage featuring the ale’s recipe, enabling them to have a go at brewing their own version of the Digital IPA. 

The ale has already been recognised with a gold medal for its packaging at the Sutton Group Brewers Guild of New Zealand Beer Awards 2012.