Gyro developed the "world's first" playable beer bottle for Becks, both a means to 'cut' a track onto the bottle and a playback device.

"Making the world’s first playable beer bottle was a formidable technical challenge. The clever people at Auckland firm Gyro Constructivists first had to design and build a record-cutting lathe, driven by a hard drive recording head. Then they reinvented Edison’s original cylinder player, using modern materials and electronics and built to very fine tolerances. The Edison Bottle made its public debut at SemiPermanent in Auckland in May to a standing ovation from the assembled media and design community.."

More background into the making of Becks Edison Bottle on Facebook