iOS and android app built for the 3rd Burton Ale Trail
Commissioned by The Beertonian, the Burton Ale Trail now has its very own app, built by the team at Haywyre, also based in Burton upon Trent. The collaboration came about following Haywyre’s long-term involvement with the digital promotion of other Staffordshire attractions including both The Big Burton Carousel and Burton Swans Art Trails.
Using technology to solve problems
As a business, Haywyre looks for ways to use technology to solve problems, provide a better user experience or create more efficient processes. Working with some of the country’s biggest brands the company also enjoys supporting local initiatives.
The Burton Ale Trail first took place in September 2021 and is a twice-yearly event. The app was launched at the third trail in September 2022 and the aim is to use it for future events. It acts as a guide for the event, listing all the participating pubs, showing where they are and how to find them, which ales they have and other useful information. Users scan a QR code on arrival, clocking up the pubs as they go, with the aim of completing the route over the 4-day event.
“From traditional to modern micropubs, brewery taps to an Edwardian club. We’ve got great pubs, we’ve got great beer and we’ve got a great atmosphere!” is Ian Webster’s mantra. And whilst the event is clearly aimed at drinkers it advocates sensible drinking, something that is clearly stated in the app and was part of the development brief.
The app is fresh and bright and embraces a positive user experience. Its simplicity belies some of the more sophisticated functionality such as a live news feed, closest pub to you, opening times, what food is available at each venue and whether the pub is dog friendly. User privacy and GDPR compliance are also seamlessly built-in.
“The app has been reported to us as a big success” said Kate Hudson, director at Haywyre “We are particularly pleased that it helped to attract a lot of footfall to our amazing local pubs here in Burton. After all, it is the brewing capital of the country, and many of the landlords have taken a big hit as a result of the pandemic.”
“The app was commissioned to help users enjoy the beer festival experience, especially as some of the older, quirkier venues are harder to locate. It also brought visitors to the town from miles around, even from as far afield as Scotland! The aims of creating a good experience, attracting visitors to the town, promoting the pubs and bringing in additional revenue were all achieved” commented Ian Webster.
1,400 people downloaded and used the app over the weekend which the organisers were delighted with. Its popularity and constant use exceeded expectations and, as a result, an urgent fix was required to cope with capacity and a 9.30pm call to Haywyre meant it was fully operational again within ten minutes.
The next Burton Ale Trail is planned for March 2023 and will continue to bring in tourism and support Burton’s famous brewing heritage. There are more events planned and the likelihood of more participating pubs, all of which will be captured within the Burton Ale Trail app for everyone to enjoy.
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