Art, ale and AR: The Alchemist Brewery launches augmented reality app

Craft beer, technology and art are all colliding at The Alchemist Brewery in Vermont. Via a collaboration with the Burlington-based game wizards at Game Theory, The Alchemist just announced a new craft beer experience that caught our collective attention — an augmented reality app based around art and beer. It’s a journey that brings the art of beer to life right before our eyes — whether you’re lounging at home or wandering the halls of The Alchemist’s Stowe brewery.

Imagine turning a casual brewery visit into an interactive adventure where art leaps off the walls and hops literally pop around you. That’s the magic The Alchemist and Game Theory are serving up. Users can transform their surroundings with playful AR filters, animating the brewery’s distinct murals and even morphing their selfies with beloved beer can designs. Focusing on the latter, users can take selfies using one of the several face filters to see everyone’s favorite Alchemist artwork superimposed over the user’s face. Another filter makes the beer cans come to life. I’m always messing with my phone when drinking at the bar, so this is a fun time-killer.

From the press release:

Says Alchemist CEO Jen Kimmich, “We had the unique opportunity to work with artists in the augmented and digital art world through our partnership with Game Theory. It’s a fun way to interact with our beer can and brewery artwork, but also a responsible way to embrace augmented art technology while maintaining a commitment to the talented artists we love.”

Note Marguerite Dibble and Shannon Mitchell of Game Theory, “Working together with the Alchemist team, we came up with the idea for this app where you can use your camera to explore the Brewery. As you scan the room, magical changes happen around you. Hops will shoot out at you, characters jump off the walls, and surprises can be found everywhere! Creating this together was so rewarding. Blending the digital and physical spaces is something that hasn’t been done very much – even in tech it’s considered experimental and new. What we came up with feels like something you won’t find anywhere else.”

In a world where screens often isolate us, this app goes about enriching the real-world experience and deepening the connection with the brewery around you. It’s a cool concept. So, why wait? Dive into a new dimension of beer appreciation with the free Alchemist Brewery XR app, available for download from the Apple App store or Google Play store. Here’s to exploring new realities — one pint at a time!