Heineken has unveiled an “experimental” venture in Amsterdam “to amplify its innovative spirit”.
The Heineken Studio has been opened at the Heineken Experience in the Dutch capital, as well as in France and Ireland initially, with a global expansion to follow. Some early experiences from the studio include pilot brews, where the public can sample a series of small-batch lagers crafted by the Heineken brewmaster and foam infusions, where the foam head of the lager is enhanced with complementary flavours.
The group added that a “consumer feedback loop” will be utilised to help shape some of the offerings from the venture.
“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,” said Heineken’s global innovation director, Jules Macken.
“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.”
Earlier this month, Heineken joined forces with UK-based charity Ellen MacArthur Foundation to promote the reusability of packaging.
