Carlsberg's Red Hops Project Exposed Hop Plants to Liverpool FC Games
Laura McQuarrie — October 4, 2017 — Marketing
References: carlsberg
In celebration of 25 years of partnering with the Liverpool FC, Carlsberg launched a unique project called 'Red Hops.'
As studies have shown that plants are affected by sound, vibrations and other energies in addition to light, scientists from the Carlsberg Research Laboratory set up a six-month experiment that exposed hop plants to Liverpool FC matches from the past 25 years. These hop plants were grown in a custom greenhouse environment equipped with large-scale LCD screens. As Liverpool icon Robbie Fowler puts it: "As players, we were all influenced by the roar of the supporters at Anfield so it makes sense that the hops could experience the influence too."
After months of cultivating, the hops have now been harvested and used to brew the Carlsberg Liverpool FC Beer. This special beer may be sampled at select pubs and Anfield during Liverpool FC’s Premier League match against Hudderfield Town later this month.
As studies have shown that plants are affected by sound, vibrations and other energies in addition to light, scientists from the Carlsberg Research Laboratory set up a six-month experiment that exposed hop plants to Liverpool FC matches from the past 25 years. These hop plants were grown in a custom greenhouse environment equipped with large-scale LCD screens. As Liverpool icon Robbie Fowler puts it: "As players, we were all influenced by the roar of the supporters at Anfield so it makes sense that the hops could experience the influence too."
After months of cultivating, the hops have now been harvested and used to brew the Carlsberg Liverpool FC Beer. This special beer may be sampled at select pubs and Anfield during Liverpool FC’s Premier League match against Hudderfield Town later this month.
Trend Themes
1. Sound-infused Agriculture - Idea to expose plants to different sounds, vibrations and energies creating special edition beers.
2. Interactive Brewing - Growing crops specially to create unique interactions between local teams and beers.
3. Sports-related Beverages - Development of sport-inspired beers as a marketing strategy.
Industry Implications
1. Food and Beverage - Creating unique food and beverage items with sound experience.
2. Agriculture - Implementing new and improved techniques in agriculture through research on sound experiences.
3. Marketing and Advertising - Using sports-related experiences in marketing strategies to gain traction and increase awareness.
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