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Thirst for beer history quenched


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Thirst for beer history quenched

By THE NATION

 

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Visitors to a Heineken multimedia exhibition might have to hunt for an actual glass of suds

 

A fantastic new exhibition in Bangkok’s Siam Square will tell you everything there is to know about how Heineken is brewed, how the company originated and how the beer has become popular in 192 countries – pretty much every nation in the world.

 

But, alas, you can’t buy a beer at the exhibition site itself.

 

“Behind the Star Experience” is billed as a “multisensorial exhibition” covering the brand’s 144-year history and global reach, the “star” being the red five-pointed symbol on the label. 

 

The show is in the plaza between Siam Discovery and Siam Centre through May 18.

 

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“Heineken is committed to giving its customers unprecedented and unrivalled experiences through our ongoing activities, and this year we’re proud to launch this campaign originating in Amsterdam,” says Pattapanee Ekahitanond, who handles Heineken marketing for the TAP Group that distributes the beer in Thailand.

 

The exhibition aims to “reinforce consumers’ trust” in Heineken by sharing the “back stories that punctuate its rich history, illustrate why its popularity is so enduring, and unveil its meticulous brewing secrets”, she says. 

 

The campaign initiated in the Netherlands is called “There’s More Behind the Star” and this is the first exhibition mounted in Asia.

 

The big white pavilion houses five zones filled with multimedia presentations.

 

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“Relive the Origin of Greatness” relates the story of the global brand’s rise from small brewery, using motion graphics projection mapping that incorporates Heineken’s TV commercials over the years. 

 

“Feel the Magic of Quality Ingredients” appeals to the senses of sight, smell and touch in examining the manufacturing process and continuous use of the same original recipe, based on barley, hops and water. You can even smell the “A-Yeast” that gives the lager its rich and balanced taste, along with subtle fruity notes.

 

“Enter the Amazing World of Brewing” shows the horizontal fermentation tanks and reveals some brewing secrets, such as how the A-Yeast “eats” up the sugar in the tanks. Through a technique called 3D Mapping Reflection, you seem to be standing knee-deep in a pile of transparent balls meant to depict air bubbles. 

 

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“Take an Epic Journey around the World” puts the viewer in a “VR Simulation Chair” to follow a bottle of Heineken beer on its travels. 

 

Holograms let you “Savour the One and Only Star Serve Ritual” in the final zone, where company reps demonstrate the five serving steps alluded to in the trademark five-pointed star. It’s Heineken’s way to ensure precision in the way the beer is poured so it’s best enjoyed. 

 

First you rinse a Heineken beer glass with clean water. The glass is held at a 45-degree angle while the beer is poured. 

 

 

The top of the foam head is removed with a wet skimmer at the same angle, leaving a firm layer at the “shoulder” of the star that doesn’t overflow the glass. The thickness of the foam affects the beer’s taste.

 

Finally the glass is placed on a Heineken coaster, and you can buy both of these in the souvenir shop. 

 

n Find out more at www.Facebook.com/Heineken.

 

 

Source: http://www.nationmultimedia.com/news/life/leisure/30314953

 

 
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-- © Copyright The Nation 2017-05-13
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I find it quite amazing that they go into such detail on how to pour a beer to preserve flavour, yet in Thailand and probably many other countries Heineken promotes the use of their tall 'pint' glasses. These glasses have a Heineken star laser etched into the inside base of the glass. These etchings have sharp edges which form nucleation points on which bubbles form. Consequently the beer foams a lot and de-gasses very quickly.

 

I just hate the taste of this de-gassed beer and always insist on using either the old Heinehen glasses or glasses from another beer.

 

Publicans love these glasses because their customers can quaff the beer faster.

 

Bar staff (and some publicans) are totally ignorant of the reason why I hate the tall Heineken glasses. It can lead to some nasty reactions on their part.

 

Why are Heineken so stupid in promoting these glasses?

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