u
Embedding
sustainability in
events reflects
positively on the
Heineken® brand.
Local Green
Initiatives
Here are just a few
examples of green
initiatives which took place
at events this summer.
France
HEINEKEN in France has
developed a returnable, hard
plastic cup that it encourages
organisers of its main events
to use.
Ireland
At Ireland's Oxegen Festival,
HEINEKEN was a proud
sponsor of a new 'BYE' or 'Bin
Your Empties' initiative. This
encouraged festival goers to
collect recyclable materials
by offering a chilled can of
Heineken® in return for a bag
of waste. A group of artists,
musicians, eco-warriors and
festival fans promoted the
initiative in a fun way, creating
sculptures from empty cans.
Another initiative was a kinetic
dance floor that generated
electricity while people danced.
Hungary
In Hungary, the Heineken®
Balaton Sound festival's
sustainability initiatives
included incentives for festival
goers to dispose of their waste
appropriately in exchange for
gifts, water-saving showers
on the festival site and LED
technology to minimise
energy consumption.
The Netherlands
For this year's biggest festival in
the Netherlands, Mysteryland,
Heineken® supported a
greener and cleaner event by
using plastic cups made from
corn, in combination with
a cup collection promotion.
Consumers returning 10 empty
cups received a free drink.
Czech Republic
In the Czech Republic, visitors to
the Festival of the Royal Brewery
of Krusovice were offered free
public transportation to and
from the site, as the brewery is
located in a small village with
few public transport options.
Spain
At this year's Dia De La Musica
in Madrid, festival goers were
encouraged to travel to the
event by bicycle. Cyclists were
given a special welcome on
arrival, provided with bike
storage facilities and offered
the opportunity to take part in
special prize draws.
Additional environmental
initiatives included reusing
grey water for irrigation, solar
lighting and extensive use of
electric vehicles.
and empower them to make their own
positive contribution to the environment.
We can learn from the evaluation and
feedback, and will use this to improve our
sustainability efforts and those of our
partners for future events." K
For more information about
the Heineken® Sustainable
Events Toolkit, please
contact Kirsten.Barnhoorn@
heineken.com
Autumn 2011 World of HEINEKEN
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