How Yeast, Sex and Patagonia Sparked Heineken's Newest Beer
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Heineken’s global master brewer Willem van Waesberghe has a masters degree in geochemistry, a diploma in brewing technology and 12 years of experience guiding brewing research for the company. So you can’t blame him for getting excited about the intricacies of beer making, including the fornication habits of yeast.
The sexual tendencies of the single-cell microorganisms come up as van Waesberghe describes Heineken’s newest brew, H41, which makes its U.S. debut in New York on draught in October. It’s part of a new “Wild Lager” series of limited edition beers for which Heineken brewers will experiment with yeast, which it calls the “soul of beer.” H41 will enter other markets in 2018.
The series is an example of how large beer marketers are leveraging the know-how of their brewers to capitalize on the thirst for variety brought on by the craft beer revolution. Diageo’s Guinness brand, for instance, markets new beers under the “Brewers Project” label, for which brewers at its Open Gate Brewery in Dublin explore new creations. (These have included Rye Pale Ale, West Indies Porter, Dublin Porter and Irish Wheat.) Guinness is expanding the concept at a planned brewery in Baltimore called the Open Gate Brewery and Barrel House.
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