Heineken has introduced Personalised Draught, combining AI with brewing expertise, and offering a new way to discover and personalise beer.
The technology uses a combination of tastes, moods, and occasions to create more than 100 tailored beers.
From a single tap, drinkers can choose from 135 different Heineken expressions, each shaped by a combination of traditional brewing characteristics, such as strength and intensity, with options ranging from 0.0% to 5% ABV.
From favourite films and personality traits, to the current weather and the energy of the group, the AI technology draws on a wide range of personal preferences to create a beer that is genuinely tailored to the person drinking it.
Personalised Draught turns every round into a customised experience. Scan the QR code, customise your taste preferences on your phone, and the draught blends your perfect brew using its integrated barrels. Once poured, a personalised label is printed, detailing the unique creation.
Personalised Draught is part of Heineken Studio, Heineken’s experimental innovation hub.
“Personalised Draught demonstrates what’s possible when brewing heritage meets modern technology,” said Willem van Waesberghe, master brewer at Heineken. “Every beer starts with the same commitment to quality that has defined Heineken for over 150 years, but this gives our consumers a completely new way to play with taste profiles that simply wasn’t possible before. It shows how innovation can help more people discover new experiences in beer.”
Personalised Draught can be experienced first hand at both the Heineken Experience in Amsterdam and the Heineken Studio Truck, where visitors can interact with the technology and create their own personalised beer.
