Beer is now digital

The iBeer tap gives information to the owner of the bar about the run of reeds or the busiest time, and consumers offer contents on its digital screen

   Many studies confirm the advantages in the (moderate) consumption of beer for the organism. The technology seeks to be introduced in all sectors of daily life, so the brewing industry has taken a step forward and one of the most well-known firms has just launched iBeer, the first digital beer.

Heineken Spain has presented a beer tap developed together with researchers from the Polytechnic University of Valencia (UPV) that offers the hospitality sector new ways of interaction and communication with the consumer thanks to technology, offering valuable information to the hotelier on consumption in your establishment .

   The digital tap provides data such as the average number of rods thrown or the hours with the most activity. In addition, it allows for collective experiences and even connect with other digital elements of the premises, adapting to the characteristics of each establishment for its scalability, affirm from the company.

The owner of the place, iBeer provides measurement, geolocation, gamification and connectivity, while the consumer offers three types of content: communicative, experiential and interactive. The device multiplies the features of the traditional beer tap, a point of reference in any restaurant business.

IBeer interacts with the consumer through its digital screens with a wide variety of content, such as videos related to the beer culture or the necessary steps to enjoy the perfect cane; different versions of the 'filling effect'; as well as interactive games, with which the client can discover additional information about their favorite brands or the beer that best suits their preferences.

Three pilots installed in Madrid

The device creates emotions in the consumer, who finds in iBeer a series of attractive contents, scientifically chosen through research with real clients with techniques such as the 'eye tracking', the study of physiological reactions to stimuli and interviews, explains Mariano Alcañiz, a professor at the UPV and director of the Institute for Research and Innovation in Bioengineering (I3B) of this institution.

Likewise, iBeers have Green technology installed, eco-efficient systems that consume 40% less electricity than traditional equipment. Thus, the hoteliers will save on the bill of light, in addition to reducing CO2 emissions.

This device is already installed in a pilot way in three points of sale in Madrid.

Good for the health

In the V International Beer Symposium, Dr. Ramón Estruch, consultant of the Internal Medicine Service of the Hospital Clínic of Barcelona, ​​highlighted the beer, "ingested in a moderate way and accompanied by healthy foods", could be part of a "food pattern" healthy as the current Mediterranean Diet. "

Also, Dr. Gemma Vilahur, a researcher at the Catalan Institute of Cardiovascular Sciences (CSIC), concludes in her study that "at the vascular level, moderate consumption of beer in an obese population could protect against damage by oxidation without increasing the weight or alter Endothelial function: These antioxidant effects are associated with a higher intake of polyphenols present in beer. "