The number of beverage alcohol brands with augmented reality (AR) labels continues to grow. Piedmont Distillers has announced the introduction of limited-edition AR packaging for its flagship brand Midnight Moon, inspired by the adventures of bootlegging and NASCAR legend Junior Johnson.
Upon downloading the “Midnight Moon AR Experience” app to their phone from the App Store or Google Play, consumers can point their phone at the label of Johnson’s mugshot and listen to him recall the story of his 1956 moonshining arrest.
“Our goal is to change the way our customers interact with Midnight Moon by bringing an analog product such as a spirit bottle to life in the palm of your hand,” says Joe Michalek, president of Piedmont Distillers. “Augmented reality is a rich, interactive storytelling platform that creates a deeper connection that rivals even the best traditional ad campaigns.”
Behind the technology is Tactic, a San Francisco-based company specializing in the production of immersive experiences.
“The advent of augmented reality is revolutionizing the consumer packaged goods industry,” says Peter Oberdorfer, president of Tactic. “Midnight Moon celebrates a fun, adventurous and iconic figure in Junior Johnson and we are proud to share this truly American story through our innovative technology.”
Midnight Moon is inspired by Junior Johnson’s family recipes, the company says. It’s made from 100% American corn, though does not taste overly of corn, and is blended with water that has been through a five-step filtration process. The result is a smooth spirit with a subtle sweetness from the corn, the company says.
Midnight Moon offers an unflavored, straight style, as well as a number of flavors with real fruit. Flavors include Apple Pie, Cherry, Strawberry, Blueberry, Blackberry and more.