Heineken Launches New Innovation Hub, Heineken Studio

Heineken unveils its new experimental innovation platform, Heineken Studio. Heineken Studio exists to amplify its innovative spirit; supercharging the Heineken overarching commitment to the future of quality socialising.

Heineken Studio collides the expertise of Heineken’s top creative talent in brewing and innovation, with the cultural tastemakers of today and tomorrow. The aim is to create experiments that are bold, progressive, and have deep cultural relevance.

In this spirit of collaboration and innovative play, Heineken Studio exists to facilitate a cultural exchange. It will develop new, exciting experiences and products that create elevated consumption moments, extending the opportunities for beer and driving quality social connections.

A consumer feedback loop is integral to the Heineken Studio concept and will be vital in shaping its offering - allowing the innovation process to move at the speed of consumer trends.

Jules Macken, global innovation director, Heineken® said, “Heineken Studio is designed as a playground for experimentation, where we innovate and find new ways to refresh social life through creativity and elevated experiences. With 150 years of brewing heritage behind us, we know how to achieve the classic style and consistency that customers have come to know and love from Heineken®.

“The beauty of this playground is the ability it gives us to be bold in our exploration. While staying true to our Masterbrand credentials, Heineken Studio is about testing and learning. Experimenting with brews, rituals and serves, and product experience, we are addressing consumers’ evolving needs – each with a clear learning agenda, with potential for some - but not all - output to be scaled.

“The benefits of Heineken Studio are twofold; not only are we investing in the future of our brand, but we’re nurturing our talented, creative-thinking team to push the boundaries of the beer industry and shape the future of quality socialising.”

People can try the latest Heineken Studio innovations at The Heineken Experience in Amsterdam. Here, a rooftop bar has been redesigned to showcase the Heineken Studio inviting consumers to experience some of the experiments for themselves, whilst letting us know what they think.

Current innovations people can discover:

Personalised Draught: Sitting at the intersection of technology and craft, this first-of-a-kind ‘beer printer’ invites people to play with the character profile, depth, ABV and finish - all depending on their tastes, mood and occasion.

Foam Infusions: The world of beer and trending flavours in a single serve. Proprietary technology allows the foam top of classic Heineken® to be infused with limitless complementary flavours. The foam gently infuses its exciting flavours into the beer,delivering a fresh new take on an old favourite.

Pilot Brews: Pilot Brews are an evolving series of pioneering, small-batch, easy-to-drink, refreshing lagers. A place for our Brewmaster to play. Each series comes packed with depth and character, pushing the boundaries of lager.

Nabil Nasser, senior global director premium brands said, “Heineken has always focused on ways it can raise the bar for consumers. Heineken Studio is a bold leap into the future - and our commitment to staying ahead of the curve. Trialling and testing as we go, Heineken Studio is a constantly evolving proposition; our hub for fearless innovation, and by investing in it, we’re empowering our teams to think big, experiment freely, and bring fresh ideas to life.”

Heineken Studio has been launched globally, rolling out across three markets initially: The Netherlands, France, and Ireland.