Diageo, the leading alcohol producer and parent company of such brands and Smirnoff, Captain Morgan and Guinness to name a few, is rolling out a new online responsible drinking campaign “Think How You Drink” across Europe to demonstrate how ridiculous drunk people may look.
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Beefeater Gin teams up with Bastille, the popular UK band, for a cultural project, The Beefeater Alchemy Project, set to draw inspiration and encapsulate the artistic spirit of Europe. Together, they are creating a documentary film and a music track, which will be produced in London from the best sounds, ideas and trends absorbed during a continental tour across Europe.
To support the idea of craftsmanship behind the Pouring Ritual, Stella Artois launches an inspirational project, The Connoisseur Series, that goes live on the brand’s newly launched UK YouTube channel. The series of clips come as video portraits of renowned quality craftsmen, “connoisseurs,” who use their special rituals to do magic in their field of professional interest.
Following the advent of Strongbow’s digitally-enabled bottle top StartCap, based on an RFID technology, and Heineken’s Ignite battery-powered bottle that responds to light and motion, another globally recognized beer brand Beck’s has created a not-for-sale prototype of a music bottle that can be played on a specially-built device based on Thomas Edison’s original phonograph.
Smirnoff presents a revolutionary project, Mindtunes, that marks a new level of relationship between music and people. The vodka brand, English music producer DJ Fresh and neurotechnology expert Julien Castet have teamed up to let three physically disabled music fans compose a track with their brain only, and without any regular musical sound-making devices.