Sol: Free Beer for Free Spirits Futuristic Lounge Bar Local Sourcing Target Gets a Boost UNITED KINGDOM GLOBAL NEWS Sol, HEINEKEN's original Mexican beer born in 1899, has revealed the hidden 'free spiritedness' of London's desk-bound bankers. A viral film captures city workers in London's Canary Wharf throwing away their ties to gain some Espiritu Libre. At its peak, it became the UK's second most viewed YouTube video, and now has more than 320,000 views. GLOBAL Heineken® has invited designers from around the world to collaborate on building the ultimate concept lounge bar. The collaboration between emerging talents from a variety of design disciplines (fashion, motion, product, interior and graphic) will result in a 'pop-up' space that will be showcased at Fuori Salone 2014, and in other cities around the world later next year. Every week, Heineken® will also be asking its 12 million Facebook fans about different aspects of the bar experience, and their Instagram images of bar features will be used to help refine the designers' challenge, www.heineken.tumblr.com view with Join Sol as they show they're the beer for free spirits. (YouTube login required) Explore the lounge bar of the future on our Tumbir page HEINEKEN, the Dutch government, the Ethiopian Institute of Agricultural Research (EIAR) and Agricultural Transformation Agency (ATA) have signed a Memorandum of Understanding to launch a four-year programme to expand malt barley development in Ethiopia. HEINEKEN's new brewery in Kilinto, Addis Ababa Municipality, will open in June 2014. It is estimated that 20,000 Ethiopian farmer families will receive an income from this initiative. The four- year malt barley development programme in Ethiopia is very important for achieving HEINEKEN's ambition to source a minimum of 60% of raw ingredients from local sources by 2020. This project is part of the programme named CREATE (Community Revenue Enhancement through Technology Extension), in which HEINEKEN, together with the Dutch government and NGO EUCORD will improve agricultural processes, and increase its local demand, also in Rwanda and Sierra Leone. Edition 2 2013 World of HEINEKEN 1

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World of Heineken | 2013 | | pagina 17