Heineken has launched a new global innovation platform responsible for developing “new, exciting experiences and products that create elevated consumption moments”.
Called Heineken Studio, it has rolled out initially in The Netherlands, France and Ireland.
At its heart is an experiential visitor centre in Amsterdam that allows consumers to personalise Heineken’s lagers to their own taste.
The hub features a first-of-a-kind “beer printer” that allows visitors to adjust the character, abv and finish of their pint. They can also add flavoured “foam infusions” to their serve.
Meanwhile, visitors can also sample small-batch brews not available elsewhere.
“The beauty of this playground is the ability it gives us to be bold in our exploration,” said Heineken global innovation director Jules Macken. “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.”
Nabil Nasser, Heineken’s senior global director of premium brands, added: “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.
“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.”
It comes as Heineken prepares to open a new €45m (£38.5m) research and development centre in Zoeterwoude, western Netherlands, this June.
The R&D centre will focus on improving existing Heineken products and processes as well as developing new propositions for consumers.
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