Deuchars Revolution World ofHeineken 42 - summer 2010 landing page will be Deuchars IPA. It lists all of the Fringe venues on a map, and furthermore, using the built-in iPhone camera, wherever you are in the city you can point it in any direction and the locations of the venues - and the distance between you and each venue - will appear on the screen. It's incredible," says Cameron. Also instrumental in modern marketing is social networking. Deuchars IPA is on the case there too. "We're looking to hold a daily photo competition - with people's photographs of the Fringe. We'll have a website that will capture the best of them and there will be a reward," says Stephen. The Fringe also organised a Twitter competition to design the front cover of the Fringe programme. "Some very clever digital artist has taken all the stuff that's come electronically and turned it into this psychedelic cover," Stephen says. "We're looking to do Fringe bags with this on one side and Deuchars IPA on the other. They'll be used at venues and will be on sale at the Fringe shop too. We're looking into doing a limited-edition bag every year," adds Cameron. Located in the heart of Edinburgh, Caledonian Brewery has a rich tradition of producing quality beer for 140 years. It has continued to thrive where others have failed, and today is the city's only remaining brewery. In 1991, Caledonian Brewery launched its modern slant on an Indian Pale Ale, and Deuchars IPA was born. It has been at the forefront of the UK's cask beer renaissance and has received numerous accolades, including the 2002 CAMRA Supreme Beer of Britain and the World Champion Cask Ale at the 2005 Brewing Industry International Awards. www.caledonian-brewery.co.uk 37

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World of Heineken | 2010 | | pagina 39