ELLE Fashion Week 2011
SAGRES FESTA
True Beer
Culture
Green Action
GLOBAL NEWS
PORTUGAL
Last summer, Sociedade Central de Cervejas e Bebidas
successfully launched a limited edition beer, Sagres
Festa ('Party'), which perfectly captures the essence of
Portuguese summer celebrations. Sagres Festa is brewed
to a special recipe and has an alcohol content of 42%
by volume. It is filtered at -2°C to make it even more
refreshing and easy to drink, while maintaining the
unique taste of Sagres.
AUSTRIA
BURUNDI RWANDA
In November last year, FIEINEKEN's operations
in Rwanda (Bralirwa) and Burundi (Brarudi)
once again joined forces. Together with
the community, they planted more than
2,000 trees. Not only did this benefit the
environment, but also provided an opportunity
for sharing ideas.
THAILAND
As one of the primary sponsors of the ultimate
fashion show in Thailand, ELLE Fashion Week,
HEINEKEN teamed up with ELLE Thailand
magazine last autumn to invite fashionistas to
party by the catwalk. This premium event, which
included new collections from local designers
well known in international fashion circles, was
the perfect fit for the hip Heineken® brand.
At one of a number of
tasting sessions
organised in Austria last
year, the beautiful Far-
rach Castle Taverne was
the perfect backdrop to a
beer and culinary art event.
At the event, celebrity Austrian
chef, Alexander Stöhr, demonstrated
how beer can improve the taste of high cuisine and the dining
experience. Served as an aperitif, Brau Union's new Edelweiss
Alkoholfrei - a non-alcoholic wheat beer - convinced even the
toughest critics, summarised by one attendee: "Although I
generally drink wine in a restaurant, I drank beer today and
didn't miss having wine with my meal. The beer variations
offered made the menu very appealing."
Quarter 1 2012 World of HEINEKEN 35
