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L'chaim! But will drink app stick in the throat?

    An Israeli company is set to test the stereotype that Jews can't handle their drink by offering free beers - simply by raising your glass.

    After downloading the Glassify app, drinkers will be able to pass their smartphone under their microchipped glass.

    Once linked to the app - which can also be used for spirits and non-alcoholic drinks - Glassify will track when, where and who you drink with.

    Developed by the Tel-Aviv-based Weissbeerger company, "the app on tap" can present customers with personalised incentives to continue drinking, and even call them a taxi home.

    You can also pre-buy beers, send free drinks to friends and earn extra pints by inviting friends to your favourite watering hole.

    Omer Agiv, chief executive of Weissbeerger, said the technology, which is due to launch in Britain during the first three months of 2017, would "enable companies to interact with customers in real time. That's the holy grail.

    "Once you measure what goes in the throat of the consumer, you can connect the brand to happy moments, like a goal or touchdown, by immediately offering a free beer."

    Mr Agiv denied consumers would be handing over too much information, saying: "We know everything, and you want us to know everything.

    "It's not intrusive - for the Facebook generation, this is a way to get something out of all their information being accessible.

    Every consumer, for example, who holds a Guinness glass between 6pm and 8pm would get a 30 per cent discount if they had a second glass."

    Another feature of the app in development will allow users to see who is drinking the same beer or cocktail as them nearby.

    Mr Agiv explained: "People need an excuse to talk, and that's all about having things in common to talk about. This is the power of data."

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