App brings augmented reality to some craft beer packaging

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NELSON COUNTY, Va. (CBS19 NEWS) -- Devils Backbone Brewing Company has launched an app bringing augmented reality to the craft beer world.

The company says people simply have to point their phone at any Gold Leaf Lager, Vienna Lager or Striped Bass Pale Ale packaging, and the box will come to life on their screen and talk about the beer.

The Chief Operating Officer of Devils Backbone, Hayes Humphreys, says the brewery is always looking for new ways to be different and provide a fun experience to its customers.

"Augmented reality technology not just allows us to put a picture on the shelf but to actually give beer drinkers a five- or ten-second piece of information or education and entertainment right there on store shelf," he said.

The app is free to download and available on both Android and iOS devices.

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