This summer, the Heineken® Studio Truck, a mobile creative lab from Heineken®, is touring 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 various partner venues to unveil cutting-edge experiments developed by the studio. And among the exciting stops, the truck will be in the streets of Belfort from July 2 to 5 on the Presqu'île du Malsaucy, 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 paths. The studio operates as a co-creation space, bringing together talents from diverse backgrounds, including brewers, artists, designers, and creators. This rich mix of perspectives fuels the reflections and projects developed within the lab.
ion plays a central role in the Heineken® Studio approach, which relies on the brand's brewing expertise while continuously nurturing a curiosity for new technical and creative possibilities.
Three Innovations to Discover on the Road
For this new summer season, the Heineken® Studio Truck is hitting the road with several innovative offerings presented in very limited editions. Among them is the Personalised Draught, a taste customization concept powered by artificial intelligence, allowing adjustments to various parameters among 135 possible combinations, such as aroma profile, alcohol content, and finish.
The public will also get to explore the Foam Infusions, a technology that enhances the flavors of the foam to provide different taste variations. This innovation is available with Heineken® both alcoholic and non-alcoholic, featuring recipes like Style Spritz and Ginger Passion. Lastly, there are the Ephemeral Brews, beers crafted by the master brewers at the Heineken® Studio to explore new ideas and test out new recipes. Produced in limited quantities, these experimental recipes showcase the research work carried out within the studio.
Laboratory.
Heineken® Studio Truck
Presqu'île du Malsaucy – Belfort
From July 2 to 5, 2026
Excessive alcohol consumption is hazardous to health, enjoy in moderation.
