SUSTAINABILITY
Cooling is responsible for around 30
to 40% of the overall carbon footprint
and is another key area of focus at
events. Initiatives concentrated in
and around the bar, include guidelines
for constructing bars using materials
with the lowest environmental impact
and minimum standards for cooling
equipment. For example, compared with
standard models, fridges that meet the
criteria of HEINEKEN's green fridge policy
have an expected energy reduction of at
least 35%.
Minimising the number of
journeys and using 'greener'
forms of transport are key
considerations at festivals.
In addition to the packaging and cooling
choices that HEINEKEN makes, the toolkit
includes ideas to encourage partners to
consider sustainability in every aspect
of an event, including transport to and
from the event, communications, logistics,
merchandising and more.
Paper Trail
Estimates indicate that more than 90% of
flyers are thrown away by visitors during
an event. To reduce the use of paper,
HEINEKEN recommends the use of other
forms of communication, including mobile
ticketing, television screens and mobile
applications for extra event information.
In situations where paper is unavoidable, it
has established guidelines for using recycled
or FSC-certified paper in combination with
eco-friendly or vegetable-based inks. As
merchandise cannot easily be digitalised,
it aims to produce useful goods, made of
recycled or sustainable materials, which are
reusable even after the event and preferably
with a desirable 'collectable' value.
High-profile music events attract consumers
from far and wide. By proactively
encouraging the use of public transport
and incentivising car pooling, a significant
positive impact can be achieved.
HEINEKEN also makes efforts to reduce its
own carbon footprint when transporting
materials and beer, to and from an event
venue. A combination of smart journey
planning, the use of low-emission vehicles,
encouraging suppliers to use cleaner trucks,
and efficient distribution all contribute to a
better environment.
Greener Venues
A clean, environmentally-friendly venue
has a direct impact on how visitors
perceive a festival organisation and its
sponsors. Kirsten tells us, "Through these
sustainability initiatives, we expect to have
a positive influence on consumer behaviour
46 World of HEINEKEN Autumn 2011
