Grolsch has unveiled a new scheme in Russia allowing consumers to access free movies with digitally enhanced beer bottles.

Russian developer Heads & Hands created the ‘Movie Unlocker’ bottles, which contain next-generation Bluetooth beacon technology.

When one of the new bottles is opened, a Bluetooth beacon in the cap connects to shoppers’ previously registered phones or tablets. Shoppers can then access a movie of their choice by tapping the bottle with their device.

The scheme is limited to Russia for the time being, but Heads & Hands said it could be rolled out on a wider scale if it proved successful.