Heineken opens contactless bar tended by robots for its alcohol-free beer
From today patrons in Sydney can attend the Heineken 0.0 ‘Zer0.0 Contact Bar’ which is tended by two robotic arms, Heidi and Ken.
The bar comes in response to COVID-19 restrictions, removing person-to-person contact before the Heineken’s alcohol-free beer is consumed. The beer is delivered to Heidi and Ken via a conveyor belt running through the bar.
The robotic arms were developed by a team of robotics students and engineers from the University of Sydney.
Creative and production for the pop-up has been led by Momentum Worldwide. Red Havas is responsible for the PR and communications activity.
Malcolm Eadie, brand director of premium and craft beer at Lion, said COVID-19 restrictions are continually changing the way drinkers can enjoy their beer.
“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,” Eadie said.
“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.”
The Zer0.0 Contact Bar will only permit one person at a time. It be open in Darlinghurst, Sydney from today until 18 July.
Heineken 0.0 launched in Australia late last year, positioned as an alternative beverage for a range of occasions in which alcohol would not be appropriate, It has also been promoted as an alternative for when an individual will be driving their vehicle after attending a gathering.
Ok, I get this was done to drive media coverage. But zero alcohol beer, served by a robot, in a bar on your own. You’d have more craic in gilead. Why Heineken would want to A) be associated with such a soulless activity and B) pick on people that don’t drink by putting them in a bar with robots (on their own!) and think it will be a positive brand experience … beyond me for sure.
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