In an attempt to offer an innovative and engaging consumer experience, four Alberta-based firms, namely Hamill Farms, Canada Malting Co., Red Shed Malting and Last Best Brewing & Distilling, have partnered with TE-FOOD, a blockchain solutions provider, to launch a new beer dubbed as Bock Chain.

As reported, the beer uses blockchain to trace the path of the beer ingredients from farm to can. Each Bock Chain can comes with a unique QR code allowing consumers to trace the origin and authenticity of beer. When scanned via smartphone, the QR code unlocks a microsite where the entire journey of the beer is recorded through a time-lapse video consisting of videos, photos, animated maps, and more. The blockchain-based tracking platform also allows consumers share their Bock Chain experience via a social link.

Phil Brian, Director of Brewing at Last Best Brewing & Distilling, has commented that blockchain provides an efficient tracking platform allowing consumers know the quality of the beer they are consuming. Currently, the beer cans are being distributed throughout Alberta and can be ordered at the Last Best Brewing & Distilling.