Heineken launches Australia’s first-of-its-kind robotic bar for a zero-contact alcohol-free beer drinking experience
As the need for physical distancing continues across Australia and around the world, leading international premium beer brand Heineken has developed a pioneering new concept, designed to give drinkers complete peace of mind when ordering a beer while providing a novel drinking experience in the process.
As part of its ‘Now You Can’ campaign, Heineken s set to unveil a first-of-its-kind ‘zero contact bar’ for its increasingly popular premium alcohol-free beer brand, Heineken 0.0, in response to COVID-19 guidelines that continue to shape the way drinkers enjoy their beers. In classic Heineken style, this is no ordinary bar and allows drinkers to enjoy a beer just the way they like it – and this time, with ample elbow room.
The creative and production has been spearheaded by Momentum Worldwide, Sydney while Red Havas has led the PR and communications activity.
To bring the innovative bar concept to life, the brand will use a contactless robotic arm, which has been developed by a team of robotics students and engineers from the University of Sydney.
Through the robotic technology, the Heineken Zer0.0 Contact Bar will create a seamless, safe – and cool – twist to bar service. Two robotic arms – named Heidi and Ken – will serve up Heineken 0.0 with the beer delivered ice cold via a ‘beer train’ – a conveyor belt that runs through the bar. No person-to-person contact is necessary before the beer is consumed.
The Heineken Zer0.0 Contact Bar will open in Sydney today for a four-day run, giving Sydneysiders a chance to enjoy this unique bar. With the bar providing a ‘alcohol-free, contact-free’ proposition, the beer will also be free for drinkers to enjoy.
To ensure bar patrons get the most out of the experience, the Heineken Zer0.0 Contact Bar will permit one person at a time, bringing a new definition to ‘private bar’.
Says Malcolm Eadie, Brand Director of Premium and Craft Beer at Lion: “The past few months have been challenging and as we continue to adjust to physical distancing, we thought about how we could help more people try an alcohol-free beer during July, in a safe and responsible way.
“Thanks to our partners at Momentum Worldwide and Red Havas, the launch of the Heineken Zer0.0 Contact Bar, provides a great platform to championing the brand’s innovative pedigree and long-standing commitment to first-class hospitality. It’s a unique destination for trying a great-tasting alcohol-free beer in the current environment and we look forward to welcoming people along to our ‘alcohol-free, contact-free’ bar to enjoy a brand new drinking experience.”
Heineken 0.0 is Heineken’s first alcohol-free beer and launched in Australia in 2019. Since its launch, the beer has surged in popularity as many Australians seek to moderate their drinking.
Heineken 0.0 gives beer drinkers more choice, opening up new occasions for consumption, so ‘now you can’ enjoy a great-tasting beer when you want a beer but not the alcohol that comes with it.
Creative Director / Art Direction : Julian Schuchard – Momentum Worldwide
Director : Nathan Richman, Elastic Studios
Production Company / Post : Elastic Studios