Context
France worships wine. It’s tradition. It’s culture. It’s everywhere. Every summer, a million seasonal grape pickers roast in 40°C heat. Snipping vines. Soaking shirts. But in 2025, the French officially started drinking more beer than wine. Because after work, no one’s dreaming of a lukewarm red. Not even the ones who make it.
Insight
In the country of wine, no one craves beer more than the people knee-deep in grapes.
And nothing tastes better than irony served cold.
Concept
Heineken brings beer after work to the most sacred wine territory.
With a pop-up bar, pulled by a tractor, rolling from vine to vine. Just drop your shears and grab a beer. A spontaneous,
ice-cold, post-harvest beer raid right in the middle of the vineyard. Because even in the kingdom of wine,
the throne belongs to beer.
App
All across the wine regions, tractors are hauling billboards, with a URL that leads straight to The After Harvest microsite. Scan it to track the bar. Or better yet, order it to your vineyard.
Film
A documentary-style short that begins as a poetic homage to French wine terroir… and slowly reveals itself as a Heineken piece.
Agencies: LePub Milan & LePub Amsterdam
Global CCO: Andrey Tyukavkin
Executive Creative Directors: Gaston Soto and Jack Smedley
Copywriter: Tanguy Maimbourg
Art Director: Anna Freire