Heineken is bringing AI behind the bar with a new Personalised Draught system capable of creating 135 different beer expressions from a single tap.
What if your next pint could be designed around your personality, mood, favourite film, the weather or even the energy of the group you’re drinking with?
That’s the idea behind Heineken Personalised Draught, a new innovation from Heineken Studio that combines artificial intelligence with Heineken’s brewing expertise to create a more personalised way to discover beer.
Launched on 15 September 2026 in Amsterdam, the technology allows drinkers to create a bespoke beer based on their individual preferences, with the system able to produce 135 different Heineken expressions from a single draught tap.
One Tap, 135 Different Beers
Personalised Draught is designed to move beer discovery beyond simply choosing between a handful of options on a menu.
Instead, drinkers can use their phones to customise their preferences, with the AI taking into account a variety of factors including taste, mood and occasion.
The options are built around traditional brewing characteristics such as strength and intensity, while alcohol levels range from 0.0% to 5% ABV.
That means the same tap can produce beers with very different profiles, potentially giving drinkers the opportunity to experiment with flavours they might not normally order.
Heineken says the technology is designed to make discovering beer more accessible and encourage people to step outside their usual choices.
Your Personality Could Help Create Your Pint
The experience isn’t limited to traditional taste preferences either.
Personalised Draught can draw on seemingly unexpected information, including a person’s favourite films, personality traits, the current weather and even the energy of their group.
The result is intended to be a beer that feels connected to the individual drinking it, rather than simply selecting an existing product from a bar menu.
The concept also gives groups something new to compare, with friends able to create their own personalised beers and see how their choices differ.
In that sense, Heineken is positioning the technology as much as a social experience as it is a brewing innovation.
How Does Heineken Personalised Draught Work?
The process is designed to be relatively straightforward.
Drinkers first scan a QR code and customise their taste preferences using their phone. The system then uses those selections to determine the characteristics of the beer before blending the chosen brew through integrated barrels.
Once the drink has been poured, a personalised label is printed detailing the creation.
That means every drink can have its own identity, with the label providing a physical reminder of the choices that went into creating it.
Rather than replacing traditional brewing, Heineken says the technology has been calibrated by its Global Master Brewer and R&D experts, using the company’s existing brewing knowledge to determine how the different characteristics can be combined.
AI Meets More Than 150 Years of Brewing
The launch comes as Heineken continues to experiment with how technology can influence the way people experience beer.
The brand’s brewing history stretches back to 1873, while its modern innovation programme is being developed through Heineken Studio, an experimental hub dedicated to exploring new ideas around brewing and social experiences.
Heineken Studio describes itself as a space for reinventing brewing and experimenting with new possibilities, with Personalised Draught representing one of its latest attempts to combine technology with the traditional craft of beer.
A More Social Way To Discover Beer
According to Heineken, one of the key ideas behind Personalised Draught is making beer discovery a more social experience.
Rather than simply ordering a familiar lager, drinkers can experiment with different combinations and compare their creations with friends.
That could also make the system particularly useful for people who don’t traditionally consider themselves beer drinkers, as the personalised approach gives them a chance to explore different characteristics without having to know exactly what type of beer they want before ordering.
Willem van Waesberghe, Master Brewer at Heineken, said the technology combines the company’s brewing heritage with modern technology to create new possibilities for consumers.
“Personalised Draught demonstrates what’s possible when brewing heritage meets modern technology.”
He added that the system gives consumers a new way to experiment with taste profiles while maintaining the quality principles associated with Heineken’s brewing.
Luis Hernandez, Global Brand Innovation at Heineken Studio, described the project as an example of how AI can make beer discovery more personal.
He said the technology is intended to create experiences that reflect individual personalities, while the choices and feedback from consumers can also help Heineken understand how people enjoy beer in different situations.
Where Can You Try Personalised Draught?
For anyone wanting to see the technology in action, Personalised Draught is currently being showcased at the Heineken Experience in Amsterdam, as well as through the Heineken Studio Truck.
The mobile experience is set to travel internationally, with appearances planned for F1 Mexico and the Las Vegas Grand Prix, alongside further locations that are yet to be announced.
The Studio Truck builds on Heineken’s wider experimental approach, taking its innovation projects directly to consumers. The brand has previously described the truck as a mobile innovation laboratory for testing new ideas around beer, brewing and the drinking experience.
For those interested in Heineken’s existing range, the brand’s official product range includes Heineken Original, Heineken 0.0, draught beer and other formats.
With Personalised Draught, however, the question is no longer simply “Which beer do you want?”
It could soon be “What kind of beer are you feeling today?”
