Pilot Brews
- Year
- 2025 – 2026
- Client
- Heineken Studio
- Agency
- LePub / LeGarage
- Sectors
- Food & Beverages Hospitality & Experiences
- Services
- Innovation Strategy · Experience Strategy · Service Design · Experimentation
- Role
- Strategy & Experience Lead
Transforming beer tasting from into an experiential participation system for consumers to shape what comes next.
Pilot Brews was Heineken Studio’s way of putting experimental beers in front of real consumers and learning from their reactions. However, consumers had little reason to participate in the first place or to care about what happened after they gave feedback. My role was to help reframe Pilot Brews from a tasting-and-survey activation into a participation model connecting consumer value, brewing innovation, brand equity and product learning.
The dots
Beyond a moment of feedback
The direction explored how product tasting and feedback could become a continuing relationship, with people seeing how their input contributes to future innovation.
My contribution
I helped shape the strategic reframing and next-step briefing for a Heineken Studio participation platform. Pilot Brews and Foam Infusions formed the initial scope within a wider platform ambition.
The proposed participation loop
Experience the idea
Create an accessible reason to participate.
Give people a voice
Connect tasting with meaningful input.
Close the feedback loop
Show how participation contributes and invite people back.
A simplified illustration of the concept, not a launched experience.
What is established
The contribution documented here is concept and briefing work. An ongoing participation relationship is the proposed direction. Global rollout, brand-equity uplift and a completed product are not established outcomes.
