If you’re ever bored at a festival or your local pub, but aren’t quite ready to stumble home, you’ll soon be able to block out the entire world with the new Virtual Reality Brewery Tour Experience.
Created by Greenwich-based craft brewer Meantime, it’s essentially a 360 degree digital tour of the company’s brewing facilities.
“We believe it’s time for beer to change,” says Jethro Holman, the beer sommelier who is the tour guide.
On-screen graphics provide an extra layer of information.
“As we continue to expand we remain passionately committed to pushing the boundaries and innovating our craft-beer offering – whether that’s the physical creation of quality brews or experimenting and evolving our digital offering across the board,” said Rich Myers, Meantime’s marketing director, who describes the (VR) experience as a “game-changer”.
However, while it’s different, we’re not convinced that too many pub-goers would fancy sacrificing prime-drinking-and-socialising time to learn about an admittedly lovely beverage.
VR is also known to cause “simulator sickness”, which probably wouldn’t combine well with a gutful of alcohol.
Still, we’re sure the tech community around Old Street, East London, will embrace it with open arms (possibly while repeatedly slurring the words “I love you”).
The technology was developed by virtual-reality videography firm Visualise, and will hit both Wilderness and On Blackheath festivals, plus a number of pubs and bars this summer.