HEINEKEN, the world’s most international brewer, announces the setting up of its Global Innovation Hub in Singapore today. Supported by the Singapore Economic Development Board (EDB), the Singapore Hub is part of HEINEKEN’s global network of five Innovation Hubs and will enhance collaboration across global, regional and market levels to deliver breakthrough global innovations that fulfil unmet and emerging consumer needs.

The Hub will contribute to HEINEKEN’s plan to deliver disruptive and scalable product innovations and double HEINEKEN’s innovation rate by 2025. HEINEKEN’s dream is to shape the future of beer and beyond to win the hearts of consumers.

In addition to being a growth engine in the global economy, APAC will be home to two-thirds of the international middle class by 2030¹. An increasingly urbanised population will bring societal, economic and market shifts, and businesses like HEINEKEN need to understand it more deeply.

Tapping into breweries and pilot plants across operating companies in APAC and research partners in Singapore, the Innovation Hub team will drive HEINEKEN’s APAC innovation strategy and lead product development projects. Collaborating with Singapore’s ecosystem of flavour houses, R&D labs, and institutes of higher learning will help generate IP, build capabilities, and facilitate knowledge transfer.

^{1  UNDP (2018), Asia-Pacific to comprise two-thirds of global middle class by 2030, Report says | United Nations Development Programme (undp.org).}