Heineken’s Limited Edition Wild Lagers Launch

Heineken introduced its Limited Edition Wild Lagers series with three unique beers: H41, H35, and H32. Each lager is brewed using rare 'mother' yeasts discovered in distinct, untamed regions—H41 from Patagonia, H35 from the Blue Ridge Mountains, and H32 from the Himalayas. These wild yeasts give the beers a fuller taste, with spicy notes and subtle fruity hints, marking a new beer style in Heineken's Wild Lager Explorations series.

To promote the launch of these Wild Lagers, Heineken created a touring bar and sensory tasting experience. Two shipping containers were transformed into a bar and an immersive taste journey, where guests explored the origins of the wild yeasts. Each setting was designed to enhance the beer's flavour through projections, colour lighting, aromatics, soundscapes, and food pairings.

I crafted the soundscapes for this event, carefully designing them to create the sensation of the shipping container doors closing and reopening, transporting guests to the breathtaking natural scenes of Patagonia, the Blue Ridge Mountains, and the Himalayas. These soundscapes enriched the immersive experience, aligning with the visual and sensory elements to fully engage the guests' senses. Below are three clips of audio from the event, and a video which shows the space.

Role: Sound Design