You can now upload a selfie onto your beer

By Robert Mann contact

- Last updated on GMT

Selfie-obsessed: Diageo has developed a technology that allows drinkers to upload selfies onto a pint of beer
Selfie-obsessed: Diageo has developed a technology that allows drinkers to upload selfies onto a pint of beer
Drinks giant Diageo has announced an innovation that lets drinkers upload their selfies onto the foam atop their beer.

The UK-based brewer, which owns brand Smirnoff, Guinness and Johnnie Walker, has revealed that it has developed a technology to reprint photos on the head of a pint of beer.

The end result, rendered in malt-based organic ink that is harmless for human consumption, is similar in appearance to the leaf designs created in the froth on some cups of cappuccino.

Diageo head of technology and innovation Benny Lickfett told of his enthusiasm behind the new technology.

“Innovation is at the heart of what we do and recreating the selfies in our drinks personalises the pints and cocktails – it’s different and fun,” he said.

“It works just as well on the foam on an espresso martini and a whisky sour as a Guinness.”

Lickfett added that drinkers have been using the technology, which debuted at the Guinness Storehouse in Dublin last year, to help with dating.

He concluded: “It has been particularly popular with people printing their number in the head of a beer with a call-me sign, and then giving it to someone they like.”

Diageo in now in talks with bar groups that will see the machines rolled out in some of Europe’s leading drinks venues within six months.

Related topics: Beer