When some folks get together to watch whatever game happens to be on that day, they tend to want a few brews to enjoy along with the banter. But when things are flowing, it can be hard to keep track of just how many beers are being consumed and just when beers that have been placed in the fridge are at their optimum temperature for consumption.
Anheuser-Busch InBev’s Budweiser would like to help these pour souls out. The new Bud Light Bud-e Fridge connects to a consumer’s mobile device to let US fans know when their teams are playing, how cold their beers are, how many cans are currently in the fridge, and where they can get new brews if they are running out. San Francisco, Los Angeles and San Diego can even have their beer replenished by Saucey using the Bud-e app.
“Considering that a huge portion of the consumption of our product takes place in consumers’ homes, we’re really interested in understanding how our brand can play a role there,” said Azania Andrews, senior director of digital connections at AB InBev, according to CNBC.
This US launch follows the introduction of the Bud-e Fridge by Budweiser Canada in September.
— Budweiser Canada (@budcanada) September 23, 2015
The US version comes with an app that also makes fun noises when your NFL team scores. (No coincidence that Bud Light is the official beer of the NFL.)
While the app is a little “glitchy,” according to DigitalTrends.com, it also allows the user to change the sound it makes when the fridge is opened or when beers are added. With this kind of technology, no friend who has been cut off from consuming more will be able to open the fridge without you being informed. The “talk” option allows consumers to discuss the subject with the beer snagger through the fridge itself. Big Frat Brother is watching.
Ad Age reports that “the manufacturer’s suggested retail price is $599, but there is an introductory discount bringing the price to $299.” It is currently only available in California, though that could change. The whole idea is still just being tested, CNBC notes, but if all goes well, Bud-e fridges may be all over the land next year.
As Ad Age points out, US Marketing VP Jorn Socque aims to use digital in every way possible. He used to head up Canadian marketing and was a key part of “Budweiser Red Light” there, a program that had consumers buying WiFi-enabled Red Lights from Bud that would go off every time their favorite team scored.
Bud-e can hold 78 cans and bottles—and there’s no word yet on what kind of emergency sounds will go off if consumers try to put local craft beers into the thing.