Sounds of cocktail shakers and ice being chipped filled the entrance to the Blue Stage at WIRED magazine’s 30th-anniversary event, drawing attendees in and piquing their interest. The source was Toyota’s Beyond Zero Proof Beverage Bar, a sustainable, eco-friendly setup to celebrate the company’s vision of reaching beyond carbon neutrality across its products, operations, and services to make a positive impact on the planet and society.
The bar, which was made entirely of sustainable materials—including 100 percent recyclable Durat and carbon-negative HempWood, and everything down to the seed paper coasters and beverage ingredients—provided an unexpectedly refreshing experience. It was reminiscent of a woodsy glen with its moody atmosphere, blue mushroom lamps, and fresh herb garden planters. Bartenders served attendees non-alcoholic beverages inspired by four of Toyota’s electrified powertrains, crafted by renowned mixologist Josh Harris, owner of award-nominated establishment Trick Dog.
The 50/50, a non-alcoholic beverage inspired by the Hybrid EV powertrain, was the perfect balance of form and function, lending a super-charged air to a classic martini-like concoction. Meanwhile, the Electric Socket had a tropical, spicy feel, the perfect analogy for the Plug-In Hybrid EV thanks to its use of fermented hemp and mango pulp.
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Aptly named, the ingredients in The Charger hit attendees’ tastebuds immediately, just like the torque on the Battery EV it was inspired by. While the mix of coffee grounds and grapefruit is not something you would typically expect to go together, it worked perfectly. The crowd favorite, based on the Fuel Cell EV, was the Crystal Clear. This non-alcoholic beverage was a delightful surprise, its clear appearance belying a riot of flavors, including probiotic yogurt, lemon, and grapefruit zest. It was the perfect blend of complicated technical aspects with a sleek, beautiful appearance.
Sitting on the bar were tablets, which attendees used to take a personality quiz that then matched them with their ideal electrified Toyota vehicles based on their lifestyle. This four-step Find Your Match quiz asked everything from the types of trips attendees make—daily commute, local adventures, and long road trips—to whether they have somewhere to plug their vehicle in overnight. In the background, the bartenders stood at the ready, showcasing their skills with ease and keeping attendees fueled up to continue moving around the event space.
Toyota’s on-site activation at LiveWIRED, which was held at The Midway in San Francisco on December 5, also included Toyota’s first battery-electric vehicle, the bZ4X. The automaker offers 16 low and zero-emissions vehicles for drivers to choose from, giving them many choices to reduce their carbon footprint. The bZ4X uses a battery-powered electric motor—rather than a gasoline or combustion engine—and the same self-charging technology that Toyota’s Hybrid EVs have, harnessing kinetic energy generated from braking alongside plug-in charging.
As attendees entered the venue, the first thing they saw was the bZ4X, which was parked on the front patio. Between panels, attendees were able to explore the car inside and out, as well as learn more about Toyota’s electrified powertrains from the product specialist on hand.
Through its engaging Beyond Zero campaign at LiveWIRED, Toyota gave attendees something new and refreshing, showing that it has a diverse range of electrified vehicles to suit various preferences and lifestyles.
This story was produced by WIRED Brand Lab for Toyota.
