Whyte & Mackay claims to be the first drinks brand to introduce 2D hi-tech barcodes to drinks, with a new digital marketing strategy for its Glayva brand.

The 2D barcodes will be added to Glayva PoS material in retailers later this year, following their arrival in the on-trade this summer. Shoppers will be able to scan or photograph the barcode with their mobile and access the liqueur brand's website, where they can access product information, serving suggestions and gain exclusive entry to competitions for free.

W&M said it would be able to create bespoke barcodes and promotions for individual retail chains "to build a package unique to their store and customers".

"We believe we are the first alcohol brand to make a step into the 2D barcode arena," said Jim Coates, head of brand for Glayva.

The barcodes have the capacity to carry more data than standard 1D barcodes.