US brewery installs BLE beacons on beer taps

Schlafly Beer
PUMP IT UP: Schlafly brewery is using beacons on its beer taps to send out promotions

Drinkers of Schlafly Beer in St Louis, Missouri can now receive information about drink specials, tasting notes, new beer releases and customised campaigns on their smartphone via Bluetooth Low Energy (BLE) beacons attached to the craft brewery’s beer taps.

The company has partnered with beacon marketing platform Juxtad to roll out the service that uses Tap Talker beacons at the pump and the brewery’s Schlafly mobile app. Juxtad has installed more than 50 Tap Talker beacons in locations across St Louis, with plans to “scale up to over 250 bar and restaurant locations by May 2016”.

“We believe this will be a game changer for the beer industry,” says Schlafly Beer CEO James Pendegraft. “Whereas most beer brands hope to connect with consumers through traditional marketing tactics such as advertising, social media or experiential events, we can now take the consumer experience a step further.”

The brewery’s first campaign is promoting a partnership with St Louis Earth Day, which launched at the beginning of April. The promotion sends notifications to drinkers that guide them to an app page carrying campaign messaging, including details of how the brewery will donate US$1 for every pint of Schlafly Beer purchased from now until the Earth Day festival on April 24.

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