Heineken Ideas Brewery Launches PSFK’s Reimagine Series

Heineken Ideas Brewery Launches PSFK’s Reimagine Series

Beverage company partners with PSFK to showcase innovation - and encourage readers to suggest new ways to enjoy the draught beer experience.

Allie Walker
  • 4 august 2012

PSFK is excited to announce a partnership with drinks company Heineken. The beverage maker has always valued innovation and that can be seen in their products, communications and design strategy. Today, our sponsor is launching a new innovation competition that aims to reinvent a long-standing tradition – the draught beer experience.

In a rather audacious move, Heineken are asking people from countries around the world to come up with new ideas tied to the draught beer experience. Over at the Heineken Ideas Brewery site, creative minds can offer a new vision of this age-old experience to the drinks company.

To support the challenge, PSFK will be interviewing brilliant creative minds who are reimagining the world around them. We will talk to artists, designers and other brilliant creatives to understand what fuels their innovative work. Look out for new interviews on PSFK as they appear over the next few weeks.

Heineken says that draught beer is enjoyed the world-over, but it has not changed much over the years and Heineken sees the potential to take inspiration from technological advances and the development of other industries to create an elevated draught beer experience.

Technology is continuously advancing; we are bridging distances and connecting on new platforms. The entertainment, music and gaming industries are growing and innovating, offering endless opportunities and choices. With so much progress, Heineken believes that there are opportunities for draught beer to develop its potential and create a new draught beer experience that challenges the current norms of serving and drinking.

To submit, Heineken asks readers of to imagine draught delivering that kind of effect; an engaging or energizing experience, at different moments during a great night out. It’s open to drinking-age adults who live in the following countries: Austria, Brazil, parts of Canada, China, Czech Republic, Germany, India, Israel, Italy, Japan, Mexico, Netherlands, Spain, UK & most of the US .

Once ideas have been submitted, you can ask your friends on your social networks to vote for them. 6 ideas will be chosen and six finalists will be selected and given an exclusive opportunity to participate in an idea-enhancing workshop in Amsterdam in November. At the end of the workshop, you will present the improved concepts to the Official Jury, who will then select the winners.

There will be three winners, who will be awarded cash prizes. The overall winner will get $5,000 US for their idea – and the runners-up will both receive $2,500 US.

Go submit an idea at



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