The initiative – devised through Infinite, a joint venture between branding and design agency 1HQ and sustainability business Anthesis – offers craft beer enthusiasts a wide choice of brewers to explore via an online platform.
Subscribers order beer that arrives in unbranded, portable two-litre and five-litre modular containers. The pressurised system is activated using a refillable CO2 canister.
Once used, containers are returned for cleaning and refilling as often as the drinker wants, or returned to the system for use by the next customer.
Containers are fitted with smart tap technology. This is the primary brand interface that “talks” to subscribers via a lens using e-ink technology. The lens displays the customer’s chosen beer, and information such as remaining product, filling/brewing date, C02 pressure and temperature.
The shape of the pack means the container can be stored horizontally or vertically in a fridge and has multi-directional pouring. It also keeps the beer as fresh as you’d find it in the pub.
This reuse packaging system addresses the industry’s environmental impact, allowing beer brands to move the needle on their scope 3 decarbonisation commitments. Finally, data from the app that accompanies the subscription service could be mined to improve the product, and drive interest and take-up.
Features we can all drink to – and that bring the pub experience to your front room.