Heineken has unveiled a limited-edition tie-up with French designer Axel Chay, through a beer launch and custom-made “Social Set” of tray, coaster and glassware.
Developed under the brewer’s Heineken Studio experimental innovation arm that was launched earlier this year, the collection launches in France from 17 November, available online, via a Marseille pop-up (14–15 November) and at selected venues nationwide. Marseille-based Chay (below) worked with Heineken’s master brewer, Willem van Waesberghe, to create a 4%-ABV seasoned lager that has notes of peach, pineapple and Camargue salt.
The accompanying “Social Set” assets incorporate Chay’s post-modern metalwork aesthetic, reimagined in Heineken’s green and chrome palette, with the pieces functioning as both barware and collectable design objects.
“This collaboration allows Heineken Studio to partner with exciting creative talents to push boundaries, create cultural relevance and engage with new audiences in fresh ways,” said Heineken’s global innovation director, Jules Macken.
Last week, the group commenced operations at a new facility in Minas Gerais in Brazil as part of a strategy to expand production capacity and strengthen its supply network in the country.
