The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
This innovation initially came to life when…
JONESCHIJOFF was engaged by Biero Bar to design the feature of their new bar, and their point of differentiation from any other bar in the world.
The problem they identified: a bartender couldn’t let someone sample a $50 bottle of boutique beer without spoiling the rest of the contents (or having to drink them himself). Either way, a costly exercise for a bar owner! Having a unique problem, the JONESCHIJOFF team then set about creating an innovative solution.
WHAT & HOW
The purpose of this innovation is to…
Be able to offer premium beer to punters in a way that hasn’t previously been done. Any beer is now available on tap! But not displayed in an industrial tin-can hidden away, but out ‘n’ proud, showcasing the varying hues of amber.
It does this by…
Syphoning the bottled beer into the BeerVaults and keeping it under the same pressure as was in the bottle before the lid was cracked. It is also chilled via a clear volume of liquid glycol surrounding the beer, which reticulates through a chiller. At JONESCHIJOFF we put simplicity above all else, and this was the simplest yet most effective solution.
PURPOSE & BENEFITS
This innovation improves on what came before because…
The vast majority of premium beer was only able to be served from bottles. Now 99% of boutique beer can be served in whatever volume, without loss of quality. This opens up worlds of possibilities; in fact, Biero is now doing taste-testing plates, matching beer with food samples, and having reserved BeerVaults for special guests and their friends.
Its various benefits to the customer/end-user include…
Being able to sample many varieties of boutique beer without costing them an arm and a leg…only a beer gut! The customer can now also select a beer via its colour through UV-filtering clear acrylic canisters.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Being a world first, no one has tackled this problem previously. Together with our client, Biero, we listened to the tears of the beer drinkers of the world and gave them the solution. Cheers!
Its predecessors/competitors include…
Other than the humble keg, which most would consider unsightly, there are no competitors as yet in the beer world. In the wine world there is the Enomatic Wine Serving System; however, this would not be considered a true competitor.
TARGET MARKET
It is made for…
Beer connoisseurs, beer lovers, and beer novices who want to find out a bit more about beer. The recent gastronomic explosion or foodie revolution has resulted in many punters wanting to become experts on all things with fine taste, and this does not exclude beer. Having said that, the food they produce at Biero is every bit as good as the beer! Considering its location in the Melbourne business end of the city, it attracts a largely suit crowd during lunchtimes and the week. The weekends it sees more connoisseurs wishing to sample the BeerVaults wares.
DISTRIBUTION STRATEGY
It is available for sale through…
As yet, the BeerVaults were designed by JONESCHIJOFF specifically for Biero. They are only available for hire. With the success of their current bar, however, they do have plans. Make them an offer… they might just sell you one!
Our marketing strategy is to…
Continue to create world-leading innovation that captures people’s imagination and that will get the JONESCHIJOFF name out there. Our passion for what we do is visible in the design solutions that we provide. We also run an event called the www.paperplaneacademy.com.au, to showcase our work ethic and have a bit of fun at the same time.
SUPPORTING IMAGES AND/OR VIDEO
SHOW YOUR SUPPORT FOR THIS INNOVATION
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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.
