Anheuser-Busch

How do you convince craft beer enthusiasts that Anheuser-Busch is higher class than they think?
Simple.
Don't tell them they're drinking AB.

Screen Shot 2017-09-30 at 7.08.33 PM.png — The Clean Slate Experiment

An experience that lets people
try beer a new way: by color.
No labels. No preconceptions.

The activation

A three-room sensory-deprivation experience, featuring all
45 of Anheuser-Busch's high end beer and one massive
digital screen.

A curved wall and a smart glass

You start at a curved entrance, snaking away from you.

You follow the wall and you are greeted by an usher.
He gives you your token for the night: an RFID-enabled glass.

You enter the first of three rooms.

Room 1: The Clean Room

Cleanse your palette and reset your senses. Sniff the coffee beans or pickled ginger on the plates in front of you to reset your taste buds.

Room 2: The Wall of Malts

42 taps. Every color of the beer rainbow.

A massive digital wall spans before you. It is lined with unmarked beer taps, each corresponding to a color behind it.
Everything from dark stouts to light pilsners.

Find one that you like and bring it to one of the multi-touch tables in the center of the room. Place your glass down and the RFID lights up the display. Learn what you've been drinking, try pairing recommendations, and rate your choice.

Room 3: The Lounge

A chance to kick back, relax, and chat with Anheuser-Busch beer experts.

learn about your beer self

At the end of the night, you'll leave with your own personalized beer profile — complete with suggested beers and
locations near where you can pick them up.

Anheuser-Busch

anheuser-Busch

How do you convince craft beer enthusiasts that Anheuser-Busch is higher class than they think?Simple.Don't tell them they're drinking AB.