Budweiser has introduced “Track Your Bud”, a digital campaign integrated with packaging that will allow consumers to trace the origins of their beer to one of the company’s 12 US breweries.

Consumers can use their smartphone to scan the QR code that will appear on Budweiser packaging, then enter the “Born On” date found on bottles and cans to be taken on a guided tour of the creation of their individual beer.

“There’s a lot of attention to detail that goes into making Budweiser,” says Rob McCarthy, VP, Budweiser. “Track Your Bud gives consumers transparency into how and where the beer is made and the brew masters responsible for it all.”