HEINEKEN® STUDIO and designer, AXEL CHAY Want to Refresh the Way You Drink Beer

Heineken® Studio’s latest collaboration with interior designer Axel Chay introduces a bespoke new brew with a uniquely designed can and ‘Social Set’ that includes a tray, coaster and glassware. These pieces have been crafted to enhance social experiences when bringing both new and old friends together over a drink.

Heineken® Studio, the experimental innovation hub of Heineken®, partnered with the french designer for his bold, contemporary artistic style. The Marseille-born creative drew inspiration from his homeland from nights spent meeting friends and forming new connections at his favourite bars in Marseille. Chay collaborated closely with Heineken® Master Brewer, Willem van Waesberghe, to craft a unique limited-edition seasoned lager. The brew infuses notes of peach and pineapple, an ode to the sunny South of France, alongside Camargue salt, native to Marseille, while maintaining Heineken®’s iconic crisp and refreshing taste. A custom-designed can complements the new lager, blending Chay’s contemporary aesthetic with Heineken®’s instantly recognisable identity.

Centring around connection, the ‘Social Set’ accompanies the custom brew to reflect a complete serving ritual. Every piece, the glassware, coaster and tray, serves as both a functional object and a conversation starter, encouraging people to slow down, connect and share meaningful moments together. Designed in Chay’s signature post-modern style, the set incorporates Heineken®’s signature green, with nods to his work featuring chrome and colourful tubular forms in iron and steel.

“This is fun and functional, and also deeply personal. At the heart of this collaboration with Heineken® Studio is how I want to connect with my friends, family and community in my town of Marseille,” Says Axel Chay. “I created the ‘Social Set’ as a way to make socialising with my people – a sacred time for me – an easier and more seamless experience in Marseille’s packed bars. Part of this, of course, is looking good!”

The Heineken Studio® x Axel Chay collaboration will be available in France from 17 November at heineken.com/fr and at a dedicated pop-up store in Marseille between 14 and 15 November. It will also be available at select venues across France.

Locations Serving the Heineken® Studio x Axel Chay Limited Edition Brew

• Marseille: The Marseille Stadium
• Paris: The Accor Arena
• Lille: Le Django
• Lyon: Le Grand Cafe de la Soierie, Le MKB
• Toulon: Havana Cafe
• Dury: The White Pub
• St Raphael: Excelsior
• Voiron: Le Schuss
• Samoens: Bar Le Samoens
• Morzine: Le Coup de Coeur
• Maisons-Laffitte: Le Cosy
• Larmor Plage: Le Tour de Monde
• St Sebastien Sur Loire: Madrague
• Dinan: Le Duclos
• Vannes: Le Skellig Pub
• Quiberon: Le Colibri
• Argentré du Plessis: Le Six
• Rennes: Le Piccadilly
• Lorient: La Base, FC Lorient
• Brest: Hamilton, La BAse, Tour du Monde
• Guilers: Ti Break
• Clermont Ferrand: Cafe Pascal
• Bourges: Pub Murrayfield
• Chatillon sur Chalaronne: Le Napoleon
• Camon: La Cave des Hortillons
• St Germain en Laye: L’excès
• Saint-Rémy-lès-Chevreuse: Le Chalet

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By Olive Walton, November 2025