Heineken has developed an app that allows consumers to design their own beer before ordering it from an AI-powered tap.
Developed through the brewer’s Heineken Studio experimental innovation platform, which was launched last year, ‘Personalised Draught’ is able to pour “over 100 unique beers tailored to individual tastes, moods and occasions”, according to the group. Consumers can choose from brewing characteristics including flavour intensity and alcohol strength, with options ranging from 0.0% to 5%-ABV.
Heineken said drinkers can choose from 135 of its namesake brand’s “expressions”. To use the equipment, a QR code is scanned, then preferences are added to an app and the personalised beer is blended using “integrated barrels”. A personalised label is also printed for each pour.
Personalised Draught will be available at both the Heineken brand experience in Amsterdam and the ‘Heineken Studio Truck’, a mobile activation that will appear at the Formula 1 Grand Prix in Mexico in October and in Las Vegas a month later. Further locations are also planned.
“Heineken Studio exists to explore new ideas that shape the future of social experiences, and Personalised Draught is one of our most exciting examples,” said Heineken Studio’s global brand innovation team member, Luis Hernandez. “By combining AI with Heineken’s brewing expertise, we’ve created a technology that transforms beer discovery into something far more personal, making it easier than ever for people to try a beer that truly reflects their personality.
“At the same time, the choices people make and their feedback help us better understand how consumers enjoy beer in different contexts, informing how we shape the future of beer.”
In November, Heineken unveiled a limited-edition tie-up with French designer Axel Chay, including the release of a beer first developed by Heineken Studio.
