Heineken unveils innovation hub ‘Heineken Studio’, commits US$53M to UK pub revamp
Heineken launches a creative platform to drive beverage innovation while investing in UK pub upgrades to boost consumer experiences.
NETHERLANDS – Heineken has announced the launch of Heineken Studio, a new innovation platform aimed at reshaping the brewing landscape through creative experimentation and collaboration.
Positioned as an innovation hub, Heineken Studio blends the company’s 150 years of brewing expertise with evolving cultural trends to develop unique products and drinking experiences aligned with modern consumer preferences.
The initiative fosters a collaborative environment where Heineken’s brewing talent works closely with cultural influencers to test and refine new concepts.
Key innovations under development include personalised draught systems, foam infusions, and pilot brews—all designed to enhance social drinking occasions.
Heineken Studio has already rolled out in three pilot markets: the Netherlands, France, and Ireland.
Jules Macken, Heineken’s global innovation director, described the platform as a “playground for experimentation,” noting its purpose to explore bold ideas while maintaining the brand’s core identity.
“With 150 years of brewing heritage behind us, we know how to achieve the classic style and consistency that customers have come to know and love from Heineken,” Macken said.
A central element of Heineken Studio is a built-in consumer feedback system. This mechanism allows the brand to adapt in real-time based on consumer input, providing a flexible, data-driven path to innovation.
Macken emphasized that while not every concept will be scaled, each project within the studio will carry a defined learning agenda.
Heineken to revamp pubs in UK
Additionally, Heineken is also making a substantial investment in its UK pub network. The company revealed plans to invest £40 million (US$53 million) in its Star Pubs subsidiary in 2025, which will affect 608 pubs—roughly a quarter of its total UK portfolio. This move is expected to generate 1,000 new jobs.
As part of the investment, ten pubs are scheduled to reopen in 2025, while 104 others will undergo significant refurbishments costing at least £120,000 each.
The upgrades aim to create more inviting and versatile venues for diverse customer groups and occasions.
This new investment follows the £9.5 million Heineken spent in 2024 to reopen 62 closed pubs.
From 2020 to the end of 2024, the company has invested a total of £194 million into its UK pub estate, underscoring its ongoing commitment to revitalizing on-trade spaces.
Heineken said the refurbishments would feature modern, stylish, and comfortable decors tailored to meet changing customer expectations in rural and suburban areas.
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