At first we thought that a partnership between one of the world’s largest beer brands and a startup using technology to prevent drunk driving would make for an awkward pairing.
Yet, earlier this month, an Israeli company called Alcohoot whose product turns smartphones into breathalyzers joined forces with Heineken and won a bit of corporate coverage in the process. How so?
The company’s founders pitched the product as something that would help the company more fully embody its own “drink responsibly” message.
Their backstory was fairly compelling too.