On June 20, AB InBev was the proud sponsor of Makers’ Town, held in Brussels Autoworld. This unique event supported by the European Commission brings together Europe’s “Makers”, a new wave of entrepreneurs and Do-It-Yourself experts, along with business leaders and European policy makers to showcase and share their most innovative ideas.
At this event the LIFE BEVERAGE and LIFE REFRESHMENT project together held an exhibitor booth to showcase their innovative technologies. The basic principles of the LIFE BEVERAGE and LIFE REFRESHMENT technologies were explained through the help of a schematic presentation of the process which visualized the technology. The participants of this event were also able to taste some of the very first prototypes of the beverage produced with the LIFE REFRESHMENT technology.
This event was a great success. We were not only able to raise the awareness of the wider public to AB InBev’s efforts to contribute to a more sustainable beer brewing process and reduce CO2 emissions and water and electricity usage, but also received unanimous positive consumer feedback from all of the about 90 people that were able to try our new beverage.