Havas helia launches beer that “tastes of joy and optimism”

Agency Havas helia has launched 0101, a beer that uses data collected from New Year’s Eve party-goers to inform its taste. Social media messages from the night were analysed to discern the emotional states of the posts, with the most-shared emotions emerging as “love, joy, harmony, cheerfulness, optimism, resolution and excitement,” according to Havas helia.

The agency then worked with IBM Watson to use its Watson Personality Insights tool, which analyses language to produce personality profiles, to find a beer recipe that matched the overall emotions posted on New Year’s Eve.

Havas helia explains: “The top ten beers that matched each of the most shared New Year emotions on social media, such as joy, harmony and so on were then identified and, through further analysis, all of these beer recipes were then combined to find the most common ingredients. Emerging as the top three most common ingredients were honey, the Nelson Sauvin hop variety and the Hallertauer hop.”

Honey, said to denote love and cheerfulness; Nelson Sauvin optimism, imagination and resolution, and Hallertauer for excitement and emotion were then combined to create the 0101 beer. It was brewed with the Peak District’s High Peak Brew Company.