By now, we’re all well aware of the impact smart phones have had on how people interact with food. It’s true for beer lovers, too.
Heck, beer drinkers don’t even need to turn on their smart phone for it to impact how they enjoy their favorite lager. Take the iOpener, for example. The iOpener is a retractable stainless steel beer bottle opener mounted in a high-strength iPhone case. It’s an impressive piece of hardware, to say the least, but today’s entry focuses on software.
More specifically, it takes a closer look at three of the best beer-related smartphone apps on the market (according to Pavone’s team of self-described “beer gurus”) and two apps you should pass on. Cheers!
BEER APPS WORTH DOWNLOADING
“Called the ‘Foursquare of beer,’ Untappd lets you discover and track new brews by checking in to the beers themselves. You can even add a photo to your check-in to share the experience! See what beers are trending nearby and where you can find them. Untappd will also share recommendations based on your drinking preferences. As you explore more brews and locations, you will uncover a variety of badges.”
(Source: Today’s iPhone)
“(Happy Houred) maintains a database of ‘happy hours’ and other deals in bars all across America. It’s hooked up with Google Maps, so you can search for the nearest bars and deals in your location. The app also has a pretty nifty social aspect to it. Users are encouraged to add any bars they find, along with reviews and details of the happy hour. So the actual database and deal information is maintained and updated by the user base.”
(Source: GoMo News)
“Do you know what kind of beer goes best with Cajun food? How about lamb chops? If not, Beer Match can help you. By pairing 31 styles of beer with more than 500 different kinds of foods (including cheeses), you can instantly find out if the pale ale or the stout is the better choice when planning your menu.”
BEER APPS WORTH SKIPPING
This app (there are several that offer BAC calculations) allows users to enter personal details (gender, weight, etc.) along with information about their recent alcohol consumption (what type of drinks, how many drinks, when you started drinking) to determine your blood alcohol concentration.
The critical flaw in the app is that alcohol’s effect varies widely depending upon the person, which makes this app not only useless, but also dangerous. Not to mention the fact that you have to remember what you’ve consumed which, when you’ve had too much to drink, is nearly impossible to do. Said one reviewer: “It is nowhere close to being accurate. It said my friend was of legal limits and not impaired, yet she couldn’t walk and was vomiting.”
This app, according to Mashable, offers “full nutritional information for more than 1,600 drinks (including beer, cocktails, wine) and also offers a “My Night” feature where users can tally their caloric consumption for one evening of drinking.” It sounds like a useful tool, but do you really need an app to tell you whether or not you’re sticking to your diet?
Instead, try self-control and common sense. If you normally drink five beers when you’re out with your friends, drink four (there are multiple benefits to that sacrifice). Or switch to light beer. Or drink what you’d normally drink and skip happy hour next Thursday to make up for it. Any of those options are better than pulling out your phone and punching in a bunch of numbers every time you order a lager.
MARKETING LESSON: Do yourself a favor and learn about which apps serve your brand’s category … and then find ways to make those apps work for your marketing efforts.