SUSTAINABILITY
The Growth of the
Green Euro
Evert during times of economic downturn, sustainability still plays an increasing role in consumer choice.
In a survey, C5R and Responsible Consumption, conducted by the Greek Institute of Communication in
January 2011, more than 82 per cent of respondents stated that they regularly chose to spend more
on products and services that distinguish themselves as more socially and environmentally responsible.
Hard work over the last five years has ensured that Amstel, Greece's number one beer brand, appeals
to consumers' consciences as well as to their tastes.
he Amstel Eco Programme,
the environmental awareness
campaign, started in 2008
to city dwellers. The first of its kind, the
mobile Amstel Eco House is an interactive
experience that literally speaks to visitors,
explaining how they can benefit from
being more sustainable and using less
natural resources in their daily lives.
by the Athenian Brewery, focuses on
coastal environmental protection. The
programme, in which the Company's
employees play a significant part, includes
a collaboration with 'Mediterranean SOS' -
sponsorship of the 'Mediterranean Clean
Up' campaign, which includes voluntary
beach clean-ups- and special events
focused on environmental and coastal
resource management.
In each of the Eco House's rooms, visitors
are provided with practical tips and
'interactive experiences' to demonstrate
how waste management (recycling), and
saving energy and water are easy changes
one can make with significant and long-
term advantages. For each task that
visitors successfully complete in the House,
they receive an Amstel Eco Token that
can be exchanged for a gift, which serves
as a reminder to encourage continued
sustainable practices after the visit.
The programme also makes use of the
mobile Amstel Eco Bar, an innovative
concept designed to promote the
importance of waste recycling and
coastal protection to sun seekers enjoying
the beach. Between 2008 and 2011,
the Amstel Eco Bar visited 31 beaches,
reached 52,930 participants and collected
605 bags of rubbish.
The Eco House has been a hit with more
than just those who have been able to
visit it in person, including the 1,500 it
attracted in just its first three days of
opening in the centre of Athens. Through
extensive press and online coverage
that leverages the Athenian Brewery's
responsibeerity.gr website, the Eco House
and its eco-friendly message have reached
a global audience. Throughout 2012, the
Amstel Eco Programme is planning more
sustainable surprises for its fans.
The Amstel Eco House, which addresses
everyday city life, was launched last
autumn to complement the Amstel
Eco Bar, which tours popular beaches
during the summer to ensure that the
Amstel Eco Programme receives year-
round coverage. The house was a logical
follow-up to extend the campaign's reach
30 World of HEINEKEN Quarter 2 2012
