As it readies for National Beer Day on Saturday, World of Beer is borrowing from its coffeehouse brethren and offering messages and art on the foamy heads of draught beers.
The beer printing comes at a time when marketers are looking at the influence of Instagram and social media messaging. Tampa, Fla.-based World of Beer is piloting the beer printer in 20 of its 75 locations.
World of Beer tested the printer, produced by Beer Ripples, in Tampa during St Patrick’s Day, allowing customers to personalize their pints with word messages and artwork. The device uses 3D printing technology and malt-based ink.
“We are always looking for ways to deepen our relationship with our customers,” said Dave Reid, World of Beer chief operating officer, in a statement.
The beer printer can accommodate glasses seven inches tall, and each message takes about 11 seconds to print.
“Our customers have grasped the ability to create their own content in beer,” Reid said. “And, in return, not only have we seen a positive impact on sales but also on our ability to engage with customers, many of whom are choosing to include WOB in their own social-media posts.”
The WiFi-connected Beer Ripples device occupies an 8.5-by-10.5-inch countertop space and stands 19.5 inches high.
It features a touchscreen that bartenders can use to enter requested messages, and customers can send a photo, personal image or message to through the Beer Ripples mobile app.
A Beer Ripples spokesman said the device costs about $3,000 with a $1,500 annual subscription that includes ink for 6,000 prints, customer service support and advice on best content practices for businesses.
The technology is a successor to Coffee Ripples, which the parent company Steam CC has deployed in such locations as hotels and airline lounges to personalize coffee drinks.
World of Beer, founded in 2007, has locations in 23 states, China and South Korea.
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