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Heineken Launch ‘Ideas Brewery’

I really like this idea from Heineken. They’re looking for creative new talent to revolutionise how draught beer is experienced in pubs. And they’re tabling $10k for the idea that helps them do it. It’s a great chance for one of those conversations you’ve had in a bar ‘wouldn’t it be great if’ over a pint to turn into something huge.
To explain the kind of thing they’re after the drinks company got comedians Adam Fields and Samba Schutte to mull over how they’d reinvent the draught experience including a clever rotating kebab spit on the bar – nom! and ‘Excali-beer’.

The submission deadline for ideas is November and there are some great ideas already including real-time rewards for purchasing the brew e.g. controlling the venues music system, lighting etc. However, for some odd reason this competition isn’t open to residents of the Rep of Ireland. It’s poor form Heineken as I really think this is a concept that would spur a lot of creative entries from the Irish market. There’s tonnes of potential in this digitally for the use of QR codes, RFID chips and integration of social media that could all work really well.

Since I can’t enter myself being a resident of the ROI here’s my idea…

An RFID tag is placed on the underside of every glass of Heineken sold that night. There’ll be a Gold, Silver and Bronze ‘Beerlympics’ podium where you scan your beer glass over a scanner. Only 3 glasses will contain the Gold, Silver and Bronze tags. Upon a successful scanning of the Bronze the scanner will receive a complimentary pint for himself, upon scanning the Silver the scanner will be rewarded with a private table and a round of Heinekens for themselves plus 3 and upon scanning the Gold you win the entire bar a round of ‘Kens and are basically seen by all as a total focking ledge.

The website is http://www.ideasbrewery.com and you can follow their progress at @IdeasBrewery

Over 18s etc obviously…



About @seanearley

Twenty-something wannabe hipster. Head of Creative at New/Slang. Food rambler at Cluch.ie. Keen on Social Media. Advertising geek. Photo taker. Doodle drawer. Optimistic Pessimist. Chocoholic.

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