Beverage Industry

Redd's Apple Ale branches out with the Redd's Apple Launcher

Consumers virtually maneuver a real-life apple launcher to win ‘off-beat’ experiences

June 3, 2013

Redd's Apple Ale, a brand of Chicago-based MillerCoors, released the Redd's Apple Launcher, a high-powered, robotic apple cannon that can be shot using the Internet.

This breakthrough in apple aerodynamics was born when engineers from Discovery Channel's new reality contest, "The Big Brain Theory: Pure Genius," were challenged to build an apple launcher that could be operated virtually from a home computer. Now, Redd’s Apple Ale is bringing this concept to fans’ computer screens across the country. Housed in a remote warehouse, the Redd's Apple Launcher is set in a bar scene where users have the chance to aim and fire mock apples at targets for the chance to win exclusive Redd's Branch Out experiences and rewards from discount website Living Social.

"Redd's Apple Ale is all about inspiring beer drinkers to dare to branch out from their everyday beers," said Andrew Zrike, brand manager of Redd's Apple Ale, in a statement. "Bringing Redd's to life through the Redd's Apple Launcher and a partnership with 'The Big Brain Theory: Pure Genius' is an exciting and innovative opportunity for our fans to branch out."

The Redd's Apple Launcher is available to consumers of legal drinking age from June 3-14 from noon-7 p.m. EDT, by visiting www.reddslauncher.com or www.facebook.com/reddsappleale.