Constantia Flexibles Collaborates with Hopsy to Create Smart Beer Labels

Smart labels are gaining traction in the packaging industry. Take, for example, the recent augmented reality label created for Martens Beer in Belgium, that had consumers scanning the bottle with their smartphones to interact with a favorite local television show. Even RR Donnelley recently got into the game, announcing a partnership with SMARTRAC to develop smart packaging with RFID technology.

Now, Constantia Flexibles has announced a partnership with Thin Film Electronics to develop near field communication (NFC) enabled labels in collaboration with Hopsy, a local craft beer marketplace and beer delivery service based in San Francisco.

The companies will integrate Thin Film's NFC OpenSense technology into the labels of some locally produced craft beers in the San Francisco area. The smart labels will allow the breweries to interact with consumers and differentiate themselves from other brands, according to a press release.

The beer will be delivered through Hopsy, fresh from local breweries. It will be packaged in 32-oz. "growlettes" and will feature an NFC OpenSense enabled label. The labels will be converted and printed at Constantia's Cwmbran facility in the U.K.

As more consumers become more heavily connected every day, it's imperative for products to engage with people where they will be most easily reached. In turn, the companies will need printers and converters to help them get there.