When I heard that Heineken was setting up a pilot project called the Beer Living Lab, I was all set to be first in the queue. Okay, so it would’ve been even better if it was Magners, but the chance to live inside a luxurious laboratory drinking beer while scientists poked me with wires was too good to miss.
Sadly, that’s not what it’s about. Instead, it’s about Heineken attaching wireless devices to shipments of its beer so they can be tracked using GPS and mobile networks – presumably to stop That Bloke Down The Road from nicking barrels off the back of lorries and selling cheap booze to your street. Don’t pretend you didn’t know.
The pilot’s the work of IBM and the University of Amsterdam, and should speed up deliveries and cut costs – making Heineken even more p***-cheap than it is already. Hopefully.