Featured Image Credit: Heineken/LePub Brazil
Topics: Gaming, Technology
Stewart Perrie
There are some things that just go together perfectly.
Think peanut butter and jam, salt and pepper, gaming and beer...
*record scratch*
Yeah, we said it. While some people might want to have their mind and reflexes as sharp as possible, a nice, relaxing beer can go together nicely with a video game.
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Well, that's at least what Heineken believes as they have created the mother of all crossovers.
The beer company has called it ‘TH3 G4M1NG FR1DG3’, and it's a custom-made PC that is integrated with a Heineken fridge thanks to an innovative cooling system.
Not only will your brewskies be cold, but the system will also ensure the PC stays perfectly cool while you play whatever you want.
Heineken has partnered with ad hoc creative advertising agency, LePub Brazil, to bring this creation to life.
It's part of a 2023 initiative from the beer company to insist that you don't have to go out partying to enjoy an alcoholic beer.
Igor de Castro, senior marketing manager for the Heineken 0.0 brand in Brazil, said in a statement: "TH3 G4M1NG FR1DG3 is yet another unique tool for us to communicate our ‘Not All Nights Out are Out’ campaign, which shows that gaming and socialising are connected.
“We are very excited to bring this innovation to the public, players and consumers alike, connecting even more with the gamer community and giving them the chance to have a customised, themed PC and enjoy a cold Heineken or Heineken 0.0 with their favourite games."
Heineken and LePub Brazil are hopping on a niche trend in the PC gaming community of modifying their machines to make them better.
Some modders have indeed chosen to install beer fridges, however this duo's creation looks super slick.
Andrey Tyukavkin, executive creative director of LeGarage and the lead engineer on the effort, said: "We wanted to click with a segment of gamers that few brands usually consider: PC gamers.
“And within the PC gaming community, we wanted to appreciate a culture of ‘modders’ — people who customize their builds, modify the design and architecture of the machine and socialize by sharing their specs and unique looks with each other.”
There will be a few activations over the next few months where fans will be able to get their hands on one of these, but don't expect millions of them to be rolling off the factory line.