1. Who said
learning can’t be fun. Raising The Bar, a not-for-profit organisation based in New York, are challenging perceptions
of how education is consumed. Quite simply, they are taking education into the
bar environment. The first of 50 events is happening at the end of April and
aims to make learning fun and not to be seen as a chore. “We want to turn lectures into part of
popular culture – something that people go and see at night, no different from
the way they would see a concert or comedy show” founder Yali Saar says.
3. The use of mobile in the On-trade seems rather over due to us. However, it seems to be here, and it’s none
other than Guinness
who are leading the way. They have launched a new mobile app,
Guinness Plus, for Android and iPhone that
rewards users when they check-in to pubs. The App, which was over a year in
development, aims to reward pub goers and increase customer footfall in the
on-trade. Users can check-in to over 6,500 pubs in the UK and Northern Ireland
using the App. The more they check-in, the more likely they are to be rewarded
with prizes!
4. Jameson Irish Whiskey created a stir on St Patrick’s Day 2014 (17th
March) by making a limited edition craft beer.
They collaborated with London Microbrewery Beavertown to make a 9%
ABV Imperial Stout, brewed using 18-year-old Whiskey barrels from the Jameson Distillery. The brew is called
Ger’onimo and is available in selected outlets. If you’re not quick enough (only 3,000 have
been produced), we can tell you it has a dark,
rich flavour reminiscent of dark chocolate, oak and of course, fine whiskey. A
bargain at £10 a bottle.
5. Heineken has teamed up with DJ Armin van Buuren to launch a
global responsible drinking campaign called ‘Dance More, Drink Slow.’. This is a pan global initiative and
undoubtedly shows their commitment to the responsible drinking cause. The
tie-up aims to promote moderate drinking on nights out and is accompanied by a
new music track, ‘Save My Night’, and a short film ‘The Experiment’, both of
which were produced by Armin van Buuren. The main message is that revellers can
still enjoy themselves, while also remaining in control.
6. Staying on the theme of responsible drinking, who’s up
for a mocktail? The Redemption Bar, a non alcoholic establishment, is
the newest edition to West London. Founder Catherine
Salway wants to show Londoners there's fun to be had without help from booze.
After a successful summer of residencies, including at Netil House, Redemption has
landed permanently, in Ladbroke Grove. There is clearly something in the idea
of a dry bar as they are springing up all over the place. Great drinks without a hangover, we love the
idea.
7. Strongbow claims to have created the world’s very first digital bottle top with
their new ‘StartCap‘ installations, where opening bottles of Strongbow
triggers unexpected things on-premise in bars and at events. It’s powered by
Radio-frequency Identification (RFID), with the bottle caps
triggering/connecting the RFID signal as they are opened. This in turn is picked up by RFID scanners and translated into real-world actions like turning
on projections, starting music and launching bangers. Nice idea, in the right
environment!
8. Carlsberg are offering their Danish consumers a
new way to enjoy Carlsbeg and Tuborg. The
Happy Hour 2.0 initiative renews the age old bar promotion to fit with a
younger, more tech savvy audience. Visitors to participating bars are given the
opportunity to keep buying the beer at half price by uploading pictures to
Instagram with the name of the venue and the #HappyBeerTime
hashtag. Carlsberg has fitted the bars with a dongle that streams a
counter to TV screens updating participants and bar staff in real-time as
content is submitted. The promotion is yet to be trialed in the
UK. The Portman Group may have some
questions before it is.
For more creative inspiration from the alcoholic drinks
industry, check out The Network Experiential Pinterest board of
images from adverts and campaigns to brands that we love. Cheers!
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