Where there’s life, there’s hops

Beck’s consumers sing and chat to plants for a better harvest

Many gardeners claim that if you sing or chat to your plants, they grow taller and stronger. Working on this theory, brewer Inbev in Germany installed giant amplifiers in the fields of hops destined to go into its iconic Beck’s beer. The speakers were linked to a mobile studio in which people could see the hops and entertain them with songs and talk. Some even flirted with the hops, which is frankly weird. Nevertheless, the subsequent harvest was magnificent and resulted in a new beer: Beck’s Soundpils.