Brand experience – pour a pint with your mind


Fill your beer glass with just your thoughts! Beer brand Castle Lite created a ‘mind-powered’ beer pourer called the ‘Extra Cold Mind Reader’. 


To make it work, people simply need to put on the headset and think of ‘cool thoughts’.  If your thoughts are pinpointed on the beer then the machine will reward you.

It sounds like it is almost one of those internet myths, but according to PSFK the EEG headset is able to measure “spontaneous brain activity and also pick up on “conscious thought, emotion and facial expressions” to control the beer pour.

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.