#Japan #Mie #ISEKADO #Revorn #Obre

Revolutionizing Craft Beer with AI: A New Era in Aroma Visualization

In a groundbreaking collaboration, ISEKADO, a traditional craft beer manufacturer founded in 1575, has introduced an innovative aroma visualization technology powered by AI through its partnership with Revorn, a company based in Tokyo. This technological advancement utilizes the AI smell sensor known as Obre, marking a world-first application for aroma detection in brewing.

The Blurred Lines of Smell in Science

In today's digital world, senses like vision and hearing have been captured and recorded with precision through cameras and microphones. However, the realm of smell remains shrouded in scientific ambiguity, with the mechanisms behind olfactory perception not yet fully understood. Despite substantial research since the 1950s and a deeper understanding of olfactory receptors gained in the 2000s, questions linger about how humans interpret specific scents. Why is it that the scent of a rose is distinctly recognized as “rose”? This enigma has driven the need for innovation in aroma technology.

To address this gap, Revorn developed the odor DX system, Obre, which employs a Quartz Crystal Microbalance (QCM) method to detect and quantify scents at the nanogram level. The data is then integrated with a proprietary AI platform, “iinioi® cloud,” making the visualization of smells accessible and understandable by linking them with descriptive sensory evaluation terms.

Analyzing 70 Unique Beers: The Essence of Aroma

As part of its validity testing, ISEKADO measured a total of 70 different beers using the Obre sensor. The results confirmed that even the most complex aromas found in craft beers could be effectively visualized and distinguished as sensor data. This substantial finding has paved the way for the official implementation of the technology at ISEKADO.

Aroma is a crucial component in how consumers connect with a brand, especially in craft beer, where the olfactory experience can evoke memories and emotions. The soft wafts of aroma that greet one's senses before tasting are instrumental in forging intangible brand values. With Obre, ISEKADO aims not only to capture these scents but also to convert them into quantifiable assets. By meticulously documenting aroma profiles as high-resolution data, the brand seeks to preserve and leverage its core values sustainably.

The Creating of an Aroma-Based Beer Map

The integration of odor data from Obre with sensory evaluations conducted by ISEKADO’s beer tasting experts has resulted in the creation of an “Aroma-Based Beer Map.” This pioneering initiative applies Revorn's patented technology to develop an automated system that aligns sensory words with the AI-generated data, enhancing the understanding of aroma nuances in craft beers.

Features of the Aroma-Based Beer Map:

• - High-resolution Visualization: Offers an intuitive graph to comprehend the intricate scent variations found in craft beers
• - Sensory Evaluation Integration: Links data with descriptive terms such as “citrus,” “passion fruit,” and “herbal,” facilitating a more dynamic consumer experience
• - Expanded Sensory Axes: Allows the addition of dimensions to define product characteristics based on the visualized aroma data from Obre, like “tropical axis,” and “herbal axis.”

The final map facilitates promotional activities in stores and generates eye-catching content for social media, enabling consumers to experience and select aromas that resonate with their preferences intuitively. It stands as a vital tool for quality control, product development, and can serve as an explanatory framework for the unique identities and distinctions among various products.

The Future of Aroma-Centric Marketing

ISEKADO plans to utilize the aroma map in various strategic marketing initiatives:

• - Visual Promotion: Enhance product visibility by depicting aroma differences through enticing visuals
• - Product Differentiation: Help consumers navigate the characteristics of new offerings against competitors
• - Consumer Engagement: Host experience-oriented events and campaigns on social media using the visual data to build interactions.

The vision extends beyond individual branding; ISEKADO aims to establish tools to convey the uniqueness of Japanese craft beer aromas globally. Their motto “From Ise to the World” expresses a commitment to uplifting the local scene and showcasing the rich cultural heritage embedded in these unique beverages. Both Revorn and ISEKADO are dedicated to enhancing the vibrancy of Japanese culture by making local scents visible and globally appreciated.

Statements from Stakeholders

According to Takuma Yamamiya, Chief of Marketing and Quality Control at ISEKADO:

“Visualizing aromas through Obre offers an exciting opportunity to communicate the intricacies of craft beer, allowing consumers to choose beverages that resonate with their individual tastes. Our initial focus on marketing and promotional integrations will see future expansion into quality assurance, product development, and manufacturing processes as we seek to elevate the craft beer industry as a whole.”

Ultimately, the partnership between ISEKADO and Revorn constitutes a significant technological stride, advancing the craft beer industry into a new era of sensory appreciation and communication.

Company Overview

• - Company Name: Revorn Co., Ltd.
• - Location: 2-17-3 Nihonbashi Kayabacho, Chuo-ku, Tokyo, Japan
• - President: Hiroaki Matsuoka
• - Business Activities: Development and sale of olfactory AI, aroma sensing devices, and providing quality assessment solutions
• - Website: Revorn Official Site

For further inquiries, please contact:

• - Rui Hiwatari
• - Position: Executive Officer, Business Development Department
• - Phone: 03-6690-0275
• - Email: [email protected]