The Better Taste Tour will visit supermarkets and summer events, offering consumers a chance to compare the new tasting Heineken with Stella Artois.
The team is targeting 50,000 consumers, specifically men aged 18-34.
A bus houses a bar with three staff distributing samples.
As Event went to press 69% of respondents preferred Heineken.
"Our desire is to get people to taste the brand and see the difference for themselves," said Duncan Richmond, Heineken channel marketing manager.