This summer, the Heineken® Studio Truck, a mobile creative lab from Heineken®, is traveling across France to showcase the latest innovations from the Heineken® Studio. Until July, this uniquely designed vehicle, dressed in green and metallic structures, will stop at several partner locations to unveil the most recent experiments developed by the studio. Among the must-see events, the truck will set up in the streets of Marseille on July 16 and 17 at La Citadelle, featuring three ultra-limited innovations!
A Laboratory of Ideas by Heineken® Studio
Launched in 2025, the Heineken® Studio is part of a forward-thinking approach dedicated to exploring new creative avenues. The studio functions as a co-creation space, bringing together talents from various backgrounds, whether they’re brewers, artists, designers, or creators. This diversity of perspectives fuels the reflections and projects developed within the lab. Experimentation plays a central role.
in the approach of the Heineken® Studio, which leverages the brewing expertise of the brand while nurturing a constant curiosity for new technical and creative possibilities.
Three Innovations to Discover on the Road
This summer season, the Heineken® Studio Truck is featuring several exciting innovations presented in very limited editions. Among them is the Personalised Draught, a personalized beer flavor concept assisted by artificial intelligence, allowing for adjustments to different parameters among 135 possible combinations, such as aromatic profile, alcohol content, and finish.
The public will also discover Foam Infusions, a technology that enhances the flavors of the foam to offer different taste variations. This innovation is available on Heineken® with or without alcohol, including recipes like Style Spritz and Ginger Passion. Lastly, we have the Ephemeral Brews, beers crafted by the master brewers of the Heineken® Studio to explore new ideas and test new recipes. Produced in limited quantities, these experimental recipes showcase the research work carried out within the studio.
```from the laboratory.
Heineken® Studio Truck
The Citadel of Marseille
Montée du Souvenir Français – 7th
Thursday, July 16 and Friday, July 17, 2026
Excessive alcohol consumption is harmful to health, enjoy in moderation.
