Heineken Studio joins forces with French designer Axel Chay to reimagine what a beer can be: a Mediterranean-inspired lager paired with a striking sculptural design universe. This limited edition blends brewing heritage with artistic experimentation, turning a simple tasting into a full cultural experience.
The partnership between Heineken Studio and Axel Chay began not in a boardroom, but through a shared curiosity about taste, place, and identity. Heineken’s global master brewer, Willem van Waesberghe, met Chay in Marseille, where the designer’s roots run deep. Their conversations quickly turned to the flavors of the Mediterranean: sun-ripened fruit, sea salt, and the crisp coastal air.
“We looked for balance,” said van Waesberghe. “Axel brings his cultural grounding and artistic vision. We bring our brewing expertise. Together, we created something personal yet unmistakably Heineken.”
The resulting beer is golden and has 4% alcohol by volume. It has subtle fruity notes with hints of citrus and pineapple. The palate is fresh and balanced with tropical flavors and an unexpected touch of Camargue sea salt. This addition nods to Chay’s Provençal heritage while enhancing the beer’s drinkability.
The can design breaks from Heineken’s traditional red star and green background. Instead, Chay reinterprets the brand’s visual language with bold color blocking, chrome finishes, and tubular forms. The look is sharp, modern, and intentionally disruptive. “I wanted to create something that felt alive,” Chay explained. “Not just a container, but an object with presence.“
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This isn’t just a new label or flavor. It’s part of a broader initiative under the Heineken Studio banner, a creative lab dedicated to pushing the boundaries of beer culture. By collaborating with artists and designers, Heineken aims to explore the intersection of beer and lifestyle, art, and contemporary design.
Chay extended the concept beyond the can. He designed a full serving set, including a tray, coaster, and cylindrical glasses. Each piece reflects his signature use of industrial materials, such as aluminum and expanded foam, finished with vibrant colors and polished metal accents. The collection merges function with sculptural intent and is meant to elevate the act of sharing a beer to a deliberate moment.
Delphine Fontaine, the marketing manager at Heineken, described the studio as a place where tradition meets experimentation. “We’re not just making beer,” she said. “We’re exploring what beer can mean today. What kind of experiences can it inspire? How does it fit into modern life?“
The launch event will take place over two days in mid-November at a pop-up location in Marseille. Then, the product will be available online and in select locations across France. Plans are already in motion for future collaborations, including expanding the Heineken Studio concept to the Netherlands and Ireland.
For Chay, the project was more about authenticity than branding. “When I was invited, I had the freedom to be myself,” he said. “This isn’t me designing for Heineken. It’s me bringing my world into theirs.”
Ultimately, consumers will decide if the fusion works. Will a beer influenced by Mediterranean terroir resonate in a market dominated by clean, consistent lagers? Can design reshape how people perceive a mass-market brand?
Early tastings suggest a lighter, more aromatic profile than the standard Heineken. The salt note is faint but present, adding complexity without straying from the brand’s crisp character. The visual redesign may prove more divisive. Some may see it as refreshing, while others may see it as too different from what they know.
Still, the move signals a shift. Beer companies are no longer confined to making only minor changes. They’re engaging with culture in deeper, more tactile ways. Whether this will lead to lasting change or remain a stylish experiment remains to be seen.
What’s clear is that, through its alliance with Axel Chay, Heineken Studio is testing new ground in how beer can be experienced, not just in flavor or packaging.