HEINEKEN is embedding its commitment to renewable energy, in particular solar energy, in to its brands and communicating it to consumers through its new Brewed by the Sun campaign. It involves some innovative approaches to engaging millennials as well as our other stakeholders and partners.
As the world’s largest user of solar energy in beer production, we have solar installations on brewery rooftops in Singapore, the Netherlands, UK, Austria, Belgium and Italy. These installations enable us to use solar power to brew some of the world’s best loved brands: Wieckse (Dutch beer), Birra Moretti: Baffo D’Oro (Italian beer) and Tiger beer (consumed in Singapore). And our Gosser brand is brewed at the world’s first major carbon-neutral brewery in Austria, using a complete mix of renewable energy including solar energy.
To bring our commitment to using renewable energy to life for our consumers – especially millennials – we invited influential YouTuber Ben Brown behind the scenes at our Tiger beer brewery in Singapore to see for himself how Tiger beer is #brewedbythesun. His two vlogs have so far reached an audience of almost 100,000 and show how the millennial generation is communicating on sustainability. You can see Ben’s vlogs here and here.
Next to this, our Regional President for Asia, Frans Eusman, also shared how sustainability represents an opportunity for meeting consumer expectations in Asia on Bloomberg TV. You can view it here.
A complete overview Brewed by the Sun can be found here and attached is an infographic. To keep in touch with how we’re taking our sustainability message out to a wider audience in new and exciting ways, follow @HeinekenCorp on Twitter.