Heineken Singapore is launching an immersive ‘Maltiverse’ experience that aims to bring consumers on a journey through food, art and music that offers a refreshing dimension powered by its pure malt key ingredient.
From 10 to 19 May 2024, fans above the age of 18 will experience a chef table experience with chef Stefan Kam, the chef de cuisine of GOHO by The Proper Concepts Collective.
Don’t miss: Heineken transforms laundromats into sports bars for the UEFA Champions League
The pure malt-infused dishes includes a ‘Malt Sphere’, ‘Maltiverse Doughnut’, ‘Infinity Malt Duck’ and ‘5D Malt Gelato’. Pure malt was used to elevate the flavour, texture and aroma of the dishes.
For example, the 5D Malt Gelato features five different textures including the aroma of pure malt smoke, crunchy malt crumble, creamy toasted oats and barley gelato, malt salted caramel, and airy puffed malt mix.
Similarly, the ‘Maltiverse Doughnut’ leverages the fermentative power of pure malt with pieces of pulled pork marinated in Heineken beer to bring out its sweetness and tenderness. The dish is then topped off with a layer of puffed and toasted malt to add a crispy texture to the dish.
The Maltiverse also includes an interactive art installation created by art collective Metamo Industries. Users will be allowed to interact and explore different installations through their pure malt avatar that corresponds to their Heineken of choice such as the Original, Silver and 0.0.
Through a pure malt-powered music maker that extracts real sounds from malt, the Maltiverse transforms these sounds into unique beats for visitors to discover how each ingredient contributes its magic to crafting a perfectly balanced Heineken.
Additionally, fans will have the opportunity to learn the art of the perfect pour from their Draught Masters where they may win exclusive merchandise when they take part in the ‘Star Pour’ challenge.
The Maltiverse is part of Heineken’s global ‘The First Ahhh’ campaign that will be running from 2024 to 2025. The campaign seeks to capture the refreshing first sip of a crisp Heineken no matter one’s geographic location.
Heineken is no stranger to creating experiences for its consumers after it recently partnered South Korean laundromat franchise WashEnjoy to turn 24-hour laundromats into all-night sports bars for fans to watch the UEFA Champions League as it aims to make football more inclusive.
Done in partnership with Publicis Groupe’s LePub, the LaundroMatch campaign was inspired by devoted football fans who wake up at three or four in the morning and want to watch the UEFA Champions League with their friends.
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