Heineken launches innovation studio to supercharge social drinking

The Netherlands – Brewing company Heineken has launched Heineken Studio, a new experimental platform designed to redefine the social drinking experience. Announced in April 2025, the initiative aims to connect beer culture with creativity and innovation.

Making its debut at The Heineken Experience in Amsterdam, the studio invites consumers to trial small-batch pilot brews, flavour-infused foam tops and a first-of-its-kind personalised draught machine – a ‘beer printer’ that lets drinkers customise their pour’s taste, strength and finish.

Heineken Studio is built around a consumer feedback loop, ensuring that evolving tastes directly shape future releases. Positioned as a cultural exchange hub, it will be launched initially in The Netherlands, France and Ireland, with further roll-outs planned.

Faced with declining alcohol consumption, particularly among Gen Z, brands such as Heineken are searching for ways to re-engage consumers and compete with the alternative hospitality providers young consumers are seeking out for their Sober Social Fix.