Yesterday, on April 3, Heineken, launched a new open innovation platform at www.ideasbrewery.com that challenges people to find new solutions for sustainable beer packaging.

Photo: Heineken Ideas Brewery logo

Innovators and creative minds are encouraged to register and share their ideas on innovative sustainable beer packaging, as well as the recycling of it and ways to distribute or transport the packaging with environment in mind.

To launch the project and inspire people Janne Kyttanen, Creative Director of Freedom of Creation and pioneer of 3D prototyping yesterday was locked-up in a secret location for 48 hours. He is challenged to develop potential solutions to Heineken’s Sustainability Challenge. Public can watch the creative process via live-stream on the online platform, and get inspired to start your own creative journey in sustainable packaging.

Participants from Austria, Brazil, Canada (excl. Quebec & Yukon), China, Germany, India, Italy, Japan, Netherlands, Spain, UK & US (excl. California) can submit their ideas till May 8. The best idea will be announced in June and the winner will receive $ 10.000. First, ideas will be evaluated according to such criteria as innovativeness, feasibility, and number of votes from the audience. On the second stage, Heineken will work together with the best innovators to realize the ideas.

«Innovation keeps our brands part of the conversation and that is why we made it a global priority,» said Alexis Nasard, Chief Commercial Officer, Heineken.

Several days ago, Heineken announced the winners of the Heineken Limited Edition Design Challenge.