Third Aurora brings augmented reality to beer labels

I’m not ashamed to admit that sometimes I just pick a can of beer based on the label. Sometimes there isn’t enough information on the can to make an informed decision. That’s why I let bright and colorful works of art attract my attention. Third Aurora, a technology company focused on augmented reality (AR) and machine learning, is preparing to launch its augmented reality beer labeling platform so that beer cans provide more information. The platform consists of a mobile app called Beerscans, which will be made available to users in the coming months.

Matt Hallberg, one of the co-founders of Third Aurora, said many breweries have interesting stories and do things behind the scenes, like focus on sustainability, but the consumer is unable to get the essence of the brewery out of just a can win. A can of beer only holds a few short sentences, and consumers usually have to go to the brewery’s website to find out more.

The mobile Beerscans app scans a beer can with the help of a camera, augmented reality and computer vision of the phone. The app recognizes the size of the can and the label. An augmented reality label appears and hovers over the can. The augmented reality label shares the story behind the brewery and the beer, the beer tasting notes, and other information a brewery may want to share. Breweries interested in being part of the Beerscans app must register through the Beerscans website and upload the requested information through the website’s portal.

Third had previously started Aurora Winerytale, an app that has the same concept as Beerscans except for wine bottles. Living Labels is another company that has partnered with a handful of wineries to offer AR labels, including the popular 19 Crimes winery. Drink AR was launched in 2020 and offers AR labels for wineries, breweries and distilleries.

Third Aurora plans to launch Beerscans in about three months and will be available free of charge for both iOS and Android. Third Aurora is in the process of registering breweries and wants at least 100 breweries to be registered before it starts.

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