In 2023, Heineken launched Heineken Silver in South Africa. An easy-to-drink, extra-refreshing beer that’s more accessible
to consumers.

GOAL
Heineken’s goal was to get more people to try it, so the brand partnered with us to create a mobile interactive tasting experience for Brand & Life restaurants like Tiger’s Milk and La Parada to maximise the brand’s visibility.

CHALLENGE
Previous tasting stations were industrial-looking, not sexy, and required energetic promoters to drive tastings. We wanted the design to draw people in naturally.

FUNCTION
The attract-propel energy of shapes was explored. The faceted top with unusual architecture encourages people to tuck in, watch the show and try a glass of refreshing beer.
Solutions were designed for the target consumers, the Brand, and the promotion teams. Improving service inefficiencies was crucial to optimise the intensive promotion schedules.

The additional functionality includes:

• High durability for heavy usage
• Easy to move through restaurants
• Transportable on smaller vehicles
• Organised storage
• iPad holder to manage email sign-ups
• floating glass display

AESTHETICS
Eye-catching illumination washes down the front of the tasting station, increasing the brand’s visibility in noisy environments.The end product delivers a high-performance mobile tasting experience that Heineken Silver can leverage to excite new consumers.

BRAND WINS

• Increase brand engagement
• Increase tastings
• Increase in visibility
• Improved service efficiency
• Improved mobility for promoters
• Vehicle hire saving
• High quality materials & finishes
• An exciting and novel offering for Brand & Life patrons