But this ice is a temporary adventure to emphasize the new Jupiler boxes that keep the cold.
AB InBev has developed this new device in collaboration with the Belgian company Diabatix, specializing in the development of cooling components using artificial intelligence. The result: an innovative box that keeps the beer cold for longer. "Cool Plus Long" can have a genius embossing pattern that cuts off the flow of air through the coil. This creates a kind of insulating layer around the can, which causes less heating of the contents.
Inspired by electric cars
Diabatix is not new, Leuven uses this technology every day in the process of cooling the latest electric car models. "Our specialty is to keep electric cars and electronics cool. However, it was a real challenge to apply our Jupiler beer box to our artificial intelligence. We are happy with the new design that keeps the Jupiler beer cooler longer. Said Liven Werverken, Chief Executive Officer of Diabatix.
"The Cold Plus Long Alcohol is so effective that you can even keep ice, and that's what we did," said Rob Goossens, Jupiler's senior brand manager, "We have developed ice cream in the exclusive Jupiler and will be spreading this Sunday, 21 July, in celebration of the International Ice Day, allowing fans to experience the "Cold Plus Long" effect themselves.
July 21 in Brussels
It was never Jupiler ice cream? AB InBev's Rob Goossens can not say whether Jupiler ice will ever be available in stores: "Today, ice cream is not our intention, who knows if it's bad what we can do in the future.
Cold Plus Long cans are now available in all stores, although they are full of beer rather than ice.
And if you are in Brussels this Sunday, July 21, will be distributed at 12 hours on the terrace of La Madeleine Cafe, Magdalenasteenweg 53 in 1000 Brussels. Very close to the central station.