Coconut-flavoured rum brand Malibu has launched an Internet of Things (IoT)-enabled cup that will allow revellers to order a refill without having to go to the bar.
The new Coco-nect cups send signals to bar staff every time a fresh drink is ordered. Customers place their order by twisting the base of the special coconut-shaped cup, which sends their order to the bar and pinpoints the user’s location on a special app for bar staff.
Once the order has been accepted a light on the bottom of the cup changes colour to let the consumer know that their drink is being prepared. When the drink is ready to be delivered, the light starts flashing to help identify the correct user to bar staff.
The cup, which makes use of existing WiFi and radio-frequency identification (RFID) technology, was developed in just 12 weeks by the Malibu brand team at Absolut, working with IoT agency SharpEnd.
The innovation is based on a similar concept as Campari’s recently developed ‘smart cube’, which is added by bar staff to consumers’ drinks alongside regular cubes of ice to automatically tell them when the consumer is ready for another. The smart cube also keeps track of the number of drinks consumed and restricts users to two refills in order to promote responsible drinking.
Malibu told FoodBev that, as their inception was effectively a drink on-demand service with a history of orders in app, a venue’s bar staff would be able to monitor alcohol intake and ensure that consumers did not exceed their limits.
The brand hopes to be able to bring the technology to clubs and festivals by next summer.
“Traipsing to a crowded bar to face a lengthy queue for drinks can put a real dampener on many social get-togethers, while our research shows that Fomo – or the ‘fear of missing out’ – can be a real frustration for young people who don’t want to miss out on the fun of the party,” said Malibu joint global marketing brand manager Deborah Nunez.
Malibu’s Hedda Helgesen added: “Our new Coco-nect cups will mean they may never need to miss a single moment of fun again. We have successfully trialled ten prototype cups this summer, and will be looking to roll them out commercially in time for next year’s summer festival season. We expect them to be a real hit.”
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