# Passport-Scanning Refrigerators The Molson Canadian Beer Fridge Gives Out Free Beers to Canadians By Meghan Young | Published 2014-02-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/molson-canadian-beer-fridge References: [theverge](http://www.theverge.com/2014/2/11/5402960/theres-a-beer-fridge-at-sochi-that-only-opens-with-a-canadian-passport) & [molsoncanadian](http://www.molsoncanadian.ca) A [Molson Canadian Beer Fridge](https://www.trendhunter.com/trends/performance-enhancing-canadians) has been installed at the 22nd Winter Olympics in Sochi and it packs quite the surprise, at least for Canadians. It is full of free beer. But there is one catch. It can only be opened once Canadian citizenship is detected via its passport scanner. Of course, as The Verge points out, "Once the door is opened all bets are off on the drinker's nationality." Part of a marketing effort launched in cities across Europe last year, the Molson Canadian Beer Fridge is the perfect gimmick for the Olympic season, especially for Canadians who love pairing their beer with snow cold weather. It is located at Canada's Olympic House, a home base of sorts for friends and relatives of Canadian athletes that neighbors Sochi's central stadium. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 23% | Activity: 57% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Passport-scanning Technology:** The Molson Canadian Beer Fridge's passport scanner highlights the trend of using advanced technology for identity verification. - **Experiential Marketing:** The Molson Canadian Beer Fridge exemplifies the trend of creating interactive and memorable brand experiences to engage consumers. - **National Pride Marketing:** The Molson Canadian Beer Fridge taps into the trend of leveraging national pride to create emotional connections with consumers. ### Who This Affects Most - **Beverage:** The Molson Canadian Beer Fridge demonstrates disruptive innovation opportunities by combining technology and marketing tactics to enhance the beverage industry's customer experience. - **Hospitality:** The Molson Canadian Beer Fridge presents an opportunity for disruptive innovation in the hospitality industry by integrating unique and engaging experiences for guests. - **Sports and Events:** The Molson Canadian Beer Fridge showcases potential disruptive innovation in the sports and events industry through the use of technology and branding to enhance fan engagement. ## Related on Trend Hunter - [Gaming-Influenced Beer Fridges](https://www.trendhunter.com/trends/gaming-fridge.md) - [Recharging Beer Fridges](https://www.trendhunter.com/trends/corona-recharge.md) - [Electricity-Free Beer Fridges](https://www.trendhunter.com/trends/bud-ground-cooler.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Canadian Beer Train Debuts](https://www.trendhunter.com/trends/coors-light-chill-train-1.md) - [Rustic Wooden Coolers](https://www.trendhunter.com/trends/canadian-flag-cooler.md) - [Color-Changing Beer Labels](https://www.trendhunter.com/trends/coors-bottles.md) - [Localized Beer-Fridge Campaigns](https://www.trendhunter.com/trends/the-neighborator.md) - [Beer-Branded Basketball Experiences](https://www.trendhunter.com/trends/draught-draft.md)