Heineken has opened a one-off concept store in Paris. The three-level unit, Culture Biere, is intended to kick-start the flaccid French beer market.

The store, which includes a bar, beer lounge, restaurant and boutique, was opened yesterday (7 July) on the Champs-Elysees. Heineken hopes up to 1m people a year will visit the unit.

Speaking to Dow Jones Newswires, Didier Debrosse, the head of Heineken in France, said: "Beer has an image in France that is not very good. This place offers a different way to talk about beer."

Debrosse said that the volume of beer consumed in the French market has fallen by 25% in the last 25 years. "Our goal is to stabilise the market" over the next ten years, said Debrosse.

The Dutch brewer has no plans to open more Culture Biere stores.