A month after the winner of HEINEKEN's first innovation challenge—focused on Sustainability—was announced, the HEINEKEN Ideas Brewery is churning again with their next great design challenge: Reinvent the Draught Beer Experience.
As any red-blooded beer drinker can tell you, there's something special and refreshing about draught beer. HEINEKEN reinvented the category in 2005 when they introduced the DraughtKeg, a portable draught beer system that was a feat of engineering and design. Fast-forward to today's Ideas Brewery Challenge and designers have an opportunity to take inspiration from new technological advances in music, entertainment, UX and product design and implement these ideas into a full-service on-premise Draught Beer Experience.
The Ideas Brewery asks designers to take into account the following areas as hotspots for innovation:
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