Drinks labels are to become more interactive, according to an expert in the industry.
Mike Fairley, an international labels consultant, says that new technology is set to be included on beverage labels to link products with the social, online and mobile world.
He told packagingeurope.com: "...labels will become even more interactive. Datamatrix codes, Quick Response (QR) codes, Augmented Reality (AR) codes, Snaptags, are all enabling more and more information to be included in and on labels, to make labels interactive."
The expert claims this new technology will be appeal to a younger audience and will also allow more information to be provided for the products.
Mr Fairley also claimed that drinks labels look likely to become more experimental to appeal to this more youthful audience, saying: "...bottle labels will become more tactile... colour change images, embossed effects images, glow in the dark images for drinks consumed in clubs and much more."
In fact there are now so many options for labelling, that the expert says that one of the main problems for brand managers is figuring out how to narrow down the choice of their label.
Meanwhile, it has also been reported today by bighospitality.co.uk that one brand is under fire for supposedly targeting their drink at too young an audience.
Laverstoke Park Farm has been told to change their beer label by The Portman Group as it may appeal to children, however the brand is refusing, saying the ruling is 'ill-informed and unjustified'.