New Belgium Brewery’s App Needs A Facelift
New Belgium Brewing took a quick lead against its competitors when it created an in-depth mobile app but will be left in the dust if it doesn’t get updated soon. Many of the largest breweries don’t have a product-focused mobile app that sets New Belgium apart but having app is not enough in the competitive industry and younger consumers that want more information in a quick swipe right.
Designed in New Belgium’s signature colors, burnt orange and gold, the app is a throwback to the beginning of the app craze. Maybe it was created back in the early 2010’s and hasn’t seen an update since. It’s basic and to the point with no trendy tech like AR or gaming. The app is easy enough to navigate with 5 icons at the bottom where the user can jump between New Belgium’s beer menu and where to shop nearby, events, merch, and an about page. For New Belgium fans and beer aficionado’s alike, the highlight of the app is the extensive beer menu. The user gets a quick overview of each beer: the name, style, ABV, and IBU. If interested, the user can click the picture and learn more about the beer, the user can then click the ‘find it’ button and purchase the beer of their choice at the nearest location.
Once within the rest of the tabs, the app becomes clunky. The ‘events’ page is tailored for club member events and if you want more information, the app directs you outside of itself and onto the New Belgium website. The ‘merch’ tab is no better. The user can scroll through the available merch but if they want to make a purchase they’re directed to the New Belgium website. The app is making the user work for the product, so you must really be a fan to be patient enough for all the redirecting New Belgium is doing.
New Belgium gets that apps are important but business but they need to put more elbow grease into it. An updated design and interface along with streamlining everything so that the user doesn’t have to leave the app to purchase would make the app a standout. New Belgium has a delicious and unique product, its a shame its beers aren’t in the spotlight enough in the app.
