The alcoholic beverages industry in Singapore is witnessing a broader trend of digitization, where traditional practices are evolving to incorporate technology for greater consumer awareness and responsibility. By offering essential information in a convenient digital format, the alcoholic drinks industry is catering to a tech-savvy audience and responding to the growing demand for accessible product details, says GlobalData, a data and analytics company.

Biswarup Bose, lead consumer analyst at GlobalData, comments, “In a tech-driven society such as Singapore, where smartphones and digital services are widely used, digital labels via QR codes offer a quick and convenient way to access detailed product information. This aligns with consumers’ preference for immediate, on-demand access to data. A GlobalData 2024 Q2 Consumer Survey corroborates this trend, where 61% of respondents in Singapore stated that their product purchasing decisions for food and drinks are either always or often or somewhat influenced by how digitally advanced/”smart” the product/service is.”

Tim Hill, key account director, SE Asia at GlobalData, adds, “Digital labels can provide consumers with guidelines aligned with national health standards, helping consumers make informed decisions about alcohol consumption and promoting responsible drinking practices. Underlining this trend, 51% of Singaporean respondents in a recent GlobalData consumer survey stated that their choice of food and drinks is always or often influenced by how it impacts their health and wellbeing.”

Bose continues: “Manufacturers are introducing digital labels, accessed via QR codes, enabling consumers to easily obtain detailed product information through their mobile devices, enhancing engagement and transparency. For instance, Pernod Ricard, a leading alcohol producer, has introduced a digital label initiative in Singapore, aiming to meet consumers’ growing demand for more accessible product information and encourage healthier drinking practices.”

Hill concludes, “By moving product information, health guidelines, and other details to digital platforms via QR codes, companies can minimize the need for extensive printed materials, reducing paper usage and waste. Digital labels reduce the need for updating physical packaging with each regulatory change or new information, allowing for more efficient, real-time updates without the environmental footprint associated with reprinting labels.”