Craft brewer Meantime has used revolutionary 360° filming technology to create a video tour of its brewery in Greenwich, south east London.
The fully immersive virtual tour talks viewers through the production of Meantime’s beers, allowing them to pan in any direction thanks to the use of cutting-edge 3D digital cameras. The tour has been specially designed to facilitate a multisensory training program for pub and bar operators across the UK.
The hardware offers opportunities among the on-trade, in line with the continued expansion of the brand. The brewer will have the ability to bring the fully interactive tour to those outside London using an integrated Oculus Rift head-tracking module and 360° directional sound, allowing users to explore the digital landscape of the inside of the working Meantime brewery.
The tour is presented by Meantime’s beer sommelier Jethro Holman, and features pop-up visuals and infographics on screen.
Meantime Brewing Company marketing director Rich Myers said: “As we continue to expand we remain passionately committed to pushing the boundaries and innovating our craft beer offering – whether that’s the physical creation of high quality beers or experimenting and evolving our digital offering across the board.
“It’s this sense of invention and desire to reach craft beer drinkers outside of our traditional London heartland that has led us to create the Meantime virtual reality brewery tour experience – something we believe is a game-changer in bringing the brewery to them.”
Henry Stuart, CEO of virtual reality videographer Visualise, which developed the technology on behalf of Meantime, added: “Meantime are the archetypal pioneers among UK brewers and a brand whose passion for innovation have pushed them to break new ground and change the way in which British drinkers think about craft beer. So having been given the opportunity to work so closely with the brewing, marketing and sales teams on what is an ‘industry first’, it’s a rare moment that we are truly privileged to be a part of.”
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