I’m looking at a very unusual promotional campaign that leverages 3D printing technology.
Diageo, the global distributor of many liquors, owns a brand of bourbon know as Bulleit. I haven’t tried this brand myself, but it is relatively well-known.
It seems that they have been leveraging 3D printing to promote the bourbon in a couple of different ways. It’s all packaged up in an exhibition they call the “Bulleit 3D Printed Frontier Experience”, which first appeared in Dallas the other week. The intention is to relocate the “experience” to other locations in the US over time.
3D Printed Bulleit 3D Printed Frontier Experience
What’s in the “Bulleit 3D Printed Frontier Experience”? We’re told it includes multiple 3D printed items, including an entire bar as shown here. While the story at The Drinks Business doesn’t explain much about the technology of the prints, the bar seems to be constructed out of a large number of interconnected 3D printed parts, which clearly took a long time to assemble.
In addition to the bar, the Experience also includes “3D printed cocktails”. It’s entirely unclear what this is. It could be the glass is 3D printed. Or perhaps the drink itself is somehow mixed using 3D printing tech in some way.
Finally, the Experience also features a nifty pair of 3D printed sneakers, custom designed by artist Kyle Steed and design firm Tangible Creative. The colorful sneakers are available for purchase from Sneaker Politics online, although I was unable to locate a link.
The sneakers were only offered in very limited quantities, so it is likely they are sold out by this time.
Promotion With 3D Printing
What’s fascinating to me is the nature of this promotion, as I would have expected this sort of thing to appear several years ago. Back then there was considerable interest in 3D printers by consumers, and many companies tried to piggyback on that popularity wave by doing “3D printed stuff”.
On the other hand, the Experience includes features that were likely difficult or even impossible to produce on 3D printers of that era, and so it’s been done today.
Regardless, it is still a bit puzzling why Diageo would bill this strongly as a “3D printed” presentation. Most people these days have heard of 3D printing, and very often have seen machines in operation, so it’s no longer the thrill it once was.
But, hey, if it sells drinks, then why not?