We created The World?s First Music Video You Can Taste, featuring a bespoke track by The Roots that harnesses synesthesia to hack your senses and change the way you taste a Stella Artois.

At MVYCT.com you can hear 'Bittersweet', which can be played two ways. When played with horn instruments and high-pitched notes in combination with bright red colors and sharp graphics, the sweet notes in a Stella Artois are enhanced. Contrarily, bass instruments and low-pitched notes in combination with muted, earthy colors and rounded graphics enhance the bitter notes. Users can shift between these two audio-visual worlds to enhance the different flavors in their beer.

The Le Savoir platform launched with a unique experiment with The Roots: The World’s First Music Video You Can Taste. This music video harnesses synesthesia, using sounds, shapes, and colors to influence the flavor notes in a Stella Artois. In the experience, one song can be played two different ways, enhancing either the sweet or the bitter notes in the beer. High pitched notes combined with bright colors and sharp shapes enhance the sweet notes in the beer, whereas deeper notes and bass instruments combined with earthy colors and smooth shapes enhance the bitter notes.

Le Savoir then toured around the world hosting 8,560 guests. Guests were invited on a multi-sensory journey through the taste notes of a Stella Artois in Montreal, NYC, Buenos Aires, and Seoul. The events combined culinary storytelling, experimental music, and immersive theater, brought to life by Michelin Star Chefs, The Roots and Cirque Du Soleil.

12% sales lift year-on-year in on-premise and at home occasion sales.

99% positive response on Social Media.

8,560 guests bought tickets to the events.

400 million media impressions.

380+ PR Stories.