Malibu and Kahlúa are launching a new technology demonstration and rapid prototyping space at a global headquarters in Stockholm.
The space, which has been created in conjunction with the company’s technology innovation agency, SharpEnd, reportedly will be used for brand, market and journalist demonstrations on how digital practices are being leveraged by the Malibu and Kahlúa brands, giving a snapshot of ‘what’s next’ for drinks evolution.
“The purpose of not only talking about what we do, but rather showcasing it, is an important part of the Living Lab process,” said Johan Radojewski, Director Comms & Channel Marketing, the Absolut Company, which owns Malibu and Kahlua. “Our belief is that brands need to incorporate a lot more trial and error into their ways of working, so that we don’t just base decisions on theories but actual learnings. Being able to demonstrate these prototypes to the wider team, to the press and to our consumers – via real live demos is a vital part of our learning process and our continued focus on utilizing cutting-edge technology in ways that deliver real consumer value.”
Among the technologies being demonstrated in the ‘Living Lab’ rapid prototyping space are: Augmented reality at point of sale, beacon technology to drive on-trade footfall, responsive signage systems, smart packaging and voice-enabled apps.
“The emphasis is very much on it being a living space, with additional prototypes constantly being added as part of the brands ongoing commitment to sustaining Malibu and Kahlúas position as a pioneer in the drinks space,” said Cameron Worth, founder, SharpEnd.