Full Glass: Hoegaarden gives free beer in ‘scannable garden’ in Ibirapuera Park

The world’s leading witbier, Hoegaarden will have a “scannable garden” this Saturday (2) and Sunday (3) at Ibirapuera Park.

Named Gaarden Code, the space will be a scented garden, with a scannable QR Code format. After using the cell phone to “read” the garden, the consumer receives a beer of the brand — one can per CPF.

“We wanted the consumer to live an immersive experience in the flavors of Hoegaarden. The difference is that now this sensation goes beyond the bottle and everyone can see a little of this bottled garden come true and taste our original recipe in a different way”, comments Lia Dutra , Hoegaarden Manager in Brazil.

“We turned the beer recipe into a garden with an idea that unites brand, technology, experience and product”, says Kika Botto, creative director at Media.Monks, which developed the Gaarden Code.

Witbier is also called “Belgian white beer”, with a wheat base, orange peel and coriander seeds in the formula, which gives it freshness and a citrus aroma. And Hoegaarden is considered the premier beer of the style.

Wheat beers had been successful in the village of Hoegaarden since the 15th century. But the region felt the blow in World War II and all the factories closed, the last one in 1955. Legend has it that brewer Pierre Celis recovered the formula, and rekindled the tradition in 1966.

Garden Code – Hoegaarden
Ibirapuera Park, gate 2 (in front of the Brazilian Cultures pavilion). Sat. (2) and Sun. (3): 10 am to 7 pm. Free entrance