The supply chain of 2025 will re-imagine the way the world does business with digital factory and retail technologies. Within the next decade, we will move away from mass-produced products to more meaningful, personal items created in small quantities, and Panasonic IoT solutions and robotics will make this all possible.
The adult beverage industry is transforming as the ‘Internet of Things’ revolutionizes everything from packaging to how we order drinks.
Smart technology is profoundly influencing the way people buy and consume things across every category, and the alcohol segment in no different. We can be sure that in the very near future it will be impossible to imagine how we functioned in a world of ‘dumb’ disconnected products. It has been reported by the World Economic Forum that the overall number of connected devices is expected to double within the next four years, from 22.9 billion in 2016 to 50.1 billion by 2020.
In this nascent era of connectivity, new devices help us buy our favorite products more efficiently and new packaging informs us about everything from terroir to tampering. Brands can utilize the data collected from smart systems to improve their products and tailor them to consumer tastes. With an eye on innovation and efficiency, smart technology developers are quickly revolutionizing the way we live – and drink.
Smart On-Premise Devices
Two new products allow imbibers to replenish their drinks on-premise without waiting at the bar. Bacardi-owned Martini recently launched a new Smart Cube that communicates with bar staff when it’s time to pour another drink. The device is added to a customer’s drink like an ice cube and then monitors the drink level in real time. It also keeps track of how many drinks have been consumed to prevent over-serving.
Malibu recently introduced their ‘Coco-nect’ cups which allow consumers to place an order for a new drink by simply twisting the base of the cup. The cup sends the order to the bar while also pinpointing the customer’s location so that the drink can be delivered to them. Once the order has been received by a bartender, the bottom of the cup changes color to let the client know that their drink is on its way.
Iowa-based startup FliteBrite has created smart beer flight paddles that help drinkers keep track of which beer they’re trying. The device also connects to an interactive app that gives detailed information about each brew. While it doesn’t currently offer the option to order more beer, one imagines that this is the next step for devices such as the FliteBrite.
Tel Aviv-based startup Glassify have developed a line of ‘smart glasses’ embedded with an NFC chip that work with a smartphone app to offer consumers incentives like free chasers, happy hour specials or food combos. The app also hooks into a bank account, allowing customers to buy drinks for their friends or go out without their wallet. While it’s fun for consumers, the glasses could also be a boon for businesses interested in tracking specifics about their sales, from what time of day certain beers sell best to which brews are more likely to be drunk in sessions.
Several companies have introduced innovations to draught systems that provide businesses with helpful analytics. TAPP is a cloud-based battery-powered smart tap handle that can track beer sales in real-time and report the timestamped data back to beermakers. The system also has options for consumer interaction, either through their smartphones or through screens in the bars.
Indiana-based start-up SteadyServ offers a similar cloud-based system that helps outlets keep track of inventory, letting them know when something needs to be reordered or if a keg will need to be changed soon. The start-up’s technology uses electronic tags to identify each beer and puts a scale under each keg. The scale monitors beer levels, giving bars essential information about what is trending or what to run on special (for example, if a keg is getting old). Nevertheless, the exciting aspect for consumers is that SteadyServ integrates with social media, letting beer fans know what’s freshly on tap and what’s about to run out at their favorite pub.
European technology company WeissBeerger has created a similar smart bar system. With the goal of “turning drinks into data,” WeissBeerger offers an integrated Beverage Analytics Hub that connects with coordinating smart bar devices via cloud technology. From monitoring keg freshness and temperature controls to consumption data, the company helps businesses serve their customers more efficiently.
Smart Home Devices
Molson Coors has taken a page from Amazon’s book and launched a connected button that allows consumers to easily order more Carling beer in the UK. Similarly to the Amazon Dash button, the Carling Beer Button syncs with an accompanying smartphone app. When pressed, it adds Carling beer to an online shopping basket at one of four retailers, Tesco, Asda, Morrisons and Sainsbury’s.
Bud Light created a smart mini fridge for the California market which holds up to 78 beers. The branded connected appliance connects with an app via wifi to let consumers know when supplies are running low. The app is also programmable with user’s favorite sports teams, allowing them to receive updates when game day is approaching. The app integrates with the beer-delivery service Saucey, allowing users to order beer for delivery in Los Angeles, San Francisco and San Diego.
In Canada, The Bud-E Fridge is part of their Goal Lab range of smart offerings which also include the Goal Lamp Glasses.
Pernod Ricard recently launched 45,000 NFC-enabled smart bottles for its Malibu coconut rum brand in the UK. Consumers can access digital content and experiences by tapping their NFC-enabled android phone on the bottle’s sunset image. Content includes instant-win competitions, user-generated content competitions, drink recipes, a bar locator service and a music playlist. The connected bottles are available exclusively through Tesco.
Several brands have utilized smart bottles that can be authenticated and tracked in order to combat the uptick of counterfeit wine and spirits. Ferngrove Wine Group, Johnnie Walker Blue Label and Barbadillo sherry have both turned to Thinfilm enhanced bottles that monitor whether a bottle has been opened and wirelessly communicates with a coordinating app. The Thinfilm carries tagged information with unique identifiers that allow brands to authenticate and track their products, even after the factory seal is broken. Thinfilm can also be used to communicate product information to consumers through their smartphones.
Medea Vodka created a fun party trick with their bluetooth enabled bottles with customizable LED message bands. The bottles can be programmed with a bespoke message that will scroll across the band. Messages are controlled through an app developed by the Medea team. The app knows which bottles are nearby and available to be registered. Once a bottle is registered to one phone it cannot be controlled by anyone else. The customizable bottles allow users to create their own messages for any social occasion.
As our belongings become more connected, we will develop the expectation that these devices will take care of our everyday chores. For instance, a refrigerator could be programmed to automatically reorder beer once supplies drop to a pre-programmed level.
Smart sensors and devices help us collect data and buy and sell more efficiently. What will we do with all of this data? The biggest boon coming from the ‘internet of things’ is the amount of intelligence we are gathering that will drive innovation and inspire new products and services.