When going out for a drink with friends, there’s a couple of things you can almost always count on me having in hand: my license, my credit card and, of course, my camera-equipped iPhone. One brewery is taking advantage of these trustworthy accessories in an engaging new way.

Coors Brewing Company recently released Colorado Native, a craft beer that’s made out of 99.9% Colorado-grown ingredients. While the beer will have a low carbon footprint and attract craft beer enthusiasts, I’m most excited about Coors marketing plan for the drink.

Relying solely on social media and word of mouth efforts, the bottles also feature a ‘snaptag’ that consumers can take a picture of with their phone and send to a number that is provided on the bottle. Companies have previously featured snaptags in ads, but this is the first time it’s been used on a product.

After receiving the picture and asking for age verification, Coors will reach out to customers via text messages. Through asking questions about customers’ favorite outdoor activities and other related items, Coors will be able to contact customers with direct and targeted messaging.

Under most circumstances, I’d say that busy YAYAs wouldn’t take the time to send a picture in to a company and respond to text message questions. But in a social, drinking setting, I can imagine this becoming an extremely engaging, fun brand experience for this age group (that, is the 21-24 year olds, of course).

Since Colorado Native will only be sold in Colorado for the time being, I guess I’ll have to sit around and wait for them to make Missouri Native. I’ve got a feeling I’ll be waiting a long, long time for that one, though…