Heineken to set up global innovation hub in SG to understand APAC market shift

Heineken, with the support of the Singapore Economic Development Board (EDB), will be setting up a new global innovation hub in Singapore as it expands its presence in the APAC region with new consumer experiences.

The Singapore Hub will be part of the brewer’s global network of five innovation hubs and aims to enhance collaboration across global, regional and market levels to deliver innovations that fulfil unmet and emerging consumer needs, according to a statement by the company.

Heineken also expects the hub to double the company’s innovation rate by 2025 while delivering scalable product innovations for consumers.

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“Our APAC innovation hub will allow us to aggregate clusters of consumer data across the region, distil key insights, and translate this into opportunities for innovation,” said Jacco van der Linden, Heineken’s regional president for APAC.

“This is a game-changer for us, and we will work with our partners to create new and exciting experiences for consumers like Heineken Silver and the recently launched Tiger Soju Infused Lager,” he explained.

The Singapore Hub will also serve as a vehicle for Heineken to better understand the societal, economic and market shifts of the APAC market that it expects will be home to two-thirds of the international middle class by 2030.

In collaboration with Singapore’s ecosystem of flavour houses, research and development labs, and institutes of higher learning, the brand aims to generate intellectual property and build its capabilities and knowledge.

The Singapore Hub will also tap on breweries and pilot plants across operating companies in APAC and research partners in Singapore to drive its APAC innovation strategy and lead product development projects.

As part of its efforts to cater to the demands of the Singapore market, Heineken Silver recently created two streetwear collections with music and apparel imprint Yeti Out, and street culture platform Culture Cartel respectively last year. 

The Heineken Silver x Yeti Out Capsule Collection features T-shirts, shorts, a reversible bucket hat, two tote bags and socks, emblazoned with the tagline “GLOBALLY KNOWN / LOCALLY GROWN", the limited-edition drop highlights the progressive concept of "GLOCAL''. The "GLOCAL" vision in youth culture is at the heart of Yeti Out's ethos, mirroring the Heineken brand, which has a global presence and outlook.

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