Spikes Asia

DNA GLASS

DENTSU INC., Tokyo / SUNTORY HOLDINGS LIMITED / 2017

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Overview

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Credits

Overview

Background

Suntory is a major beer company in Japan. Despite of their big share in the alcohol industry, they pursue better beer day and night to satisfy their customers even more.

The same beer tastes different from one individual to the next. Therefore, we believe that serving beer in the most personalized way will create a completely new “ultimate” beer experience.

To make this come true, we turned our focus to DNA. Through our research and study, we found out that genetic data is the very element that defines the individual difference of beer taste. Returning to basics – genes – we decided to create the one and only beer glass for each human being.

The objective of this campaign was to serve every person with a completely new and groundbreaking experience to enjoy beer.

Execution

We created an original algorithm that generates the best beer glass for each individual, according to his or her DNA data.

First, we retrieved and analyzed DNA from saliva.

Next, genetic information being incorporated to the algorithm, a unique beer glass design was generated. For example, for people with high alcohol tolerance, the design incorporated a larger capacity. For people with low sensitivity to malt aroma, a narrower top diameter to condense the scent. For people with high sensitivity to hops bitterness, a thicker rim to enjoy the mellow taste. In addition, personality traits, preferences and other genetic codes are analyzed for the ultimate design.

These glass designs were then materialized thanks to 3D printing technology, which makes tailored production possible.

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2020, SUNTORY HOLDINGS LIMITED

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