Heineken Partners with Designer Axel Chay on Limited-Edition Marseille-Inspired Beer

Heineken Studio, the brewer’s creative innovation hub, has unveiled a limited-edition beer created in collaboration with French designer Axel Chay, blending brewing craftsmanship with artistic design inspired by Chay’s hometown of Marseille.

The partnership, described by Heineken Studio as a celebration of “brewing innovation, artistic vision, and quality experiences,” aims to capture the spirit of social gatherings and the laid-back conviviality of the South of France.

Working alongside Heineken’s master brewer Willem van Waesberghe, Chay helped craft a seasoned lager featuring subtle notes of peach and pineapple, paired with a touch of Camargue salt—a nod to the coastal heritage of Marseille. The result is a refreshing take on Heineken’s classic flavour profile, infused with regional character and personal storytelling.

The collaboration also extends to design, with Chay creating a custom can and a matching “social set” that includes a tray, coaster, and glassware. The aesthetic draws from Chay’s distinctive Mediterranean style, merging modern art influences with Heineken’s iconic branding.

“Our creative partnership began with an exploration of Axel’s base of Marseille and his vision for the beer,” said Willem van Waesberghe, Heineken’s master brewer. “Our goal was to craft something that harmonised the crisp, refreshing character of Heineken with flavours that held a deep, personal meaning.”

The Axel Chay x Heineken edition will launch in France on 17 November, available online, at select venues nationwide, and through a pop-up store in Marseille from 14–15 November.

The collaboration reflects Heineken Studio’s broader strategy of bridging design, culture, and innovation—positioning the brand at the intersection of creativity and modern consumer experiences.