Meet TH3 G4M1NG FR1DG3 - Heineken's New Beer-Cooling PC

Meet TH3 G4M1NG FR1DG3 - Heineken's New Beer-Cooling PC

News by Roberto OrosaRoberto Orosa
Published: September 07, 2023

Have you ever seen a PC that not only looks cool but also cools your beer? Heineken is here to do what was once only imaginable.

The alcoholic beverage brand is launching "TH3 G4M1NG FR1DG3" - its first-ever custom PC with a built-in Heineken beer fridge, so users can play their favorite games while having an ice-cold Heineken beer.

To make it work, its makers repurposed a Heineken fridge and created a custom cooling system with forced air circulation that keeps the temperature low to cool the beer while the PC runs.

Made in partnership with Publicis Groupe's LePub Brazil, TH3 G4M1NG FR1DG3 was launched as part of the brand's "Not All Nights Out are Out" campaign," which hopes to resonate with fans of the beer as well as the gaming community.

"We are very excited to bring this innovation to the public, players and consumers alike, connecting even more with the gamer community and giving them the chance to have a customized, themed PC and enjoy a cold Heineken or Heineken 0.0 with their favorite games," Igor de Castro, Heineken Brazil's Senior Marketing Manager, shared in a statement.

Meanwhile, LePub Brazil's Chief Creative Officer Felipe Cury explained that TH3 G4M1NG FR1DG3 brings a "conviviality to the gamer universe" and shows that Heineken and games go well together.

"Especially since you need to cool both beer and hardware and Heineken really mastered the former," he added.

How Does It Fair to Other PCs? 

While TH3 G4M1NG FR1DG3 may seem like nothing more than a marketing gimmick that aims to resonate with the gamer audience, its specs prove it's more than an excellent idea.

Regarding the GPU, the PC runs on ASUS Phoenix NVIDIA GeForce GTX 1650 V2 OC, which is more than enough for gamers who play on 1080p resolution.

It also boasts an Asrock B550M-ITX motherboard, an excellent option for mid-range to budge-friendly PC builds. It runs on an AMD Ryzen 7 5700G processor, which ensures fast and reliable performance.

Other specs include a Corsair Vengeance RGB PRO 16 GB RAM, ADATA XPG Spectrix S40G M.2 1TB gaming SSD, and, of course, an idle temperature of 0-2°C - just enough to keep an ice-cold Heineken beer ready at your disposal.

Andrey Tyukavkin, Lead Engineer of the campaign, shared that they wanted to resonate with PC gamers, a segment of gamers that "few brands usually consider."

"And within the PC gaming community, we wanted to appreciate a culture of 'modders' - people who customize their builds, modify the design and architecture of the machine, and socialize by sharing their specs and unique looks with each other," he concluded.

Edited by Nikola Djuric

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