Heineken seems to be sailing before the wind
How can a brewer now obtain a different image than its competitors?
Of course there are thousands of strategies and marketing campaigns to achieve this, but Heineken again does it just a little different. The brewer has actually chosen to put themselves in the market as a CSR frontrunner, and to be fair, it seems to work pretty well. The brewer has introduced a sustainability plan called ‘Brewing a Better World’, aimed at reaching complete carbon neutral production process by 2020. Heineken has chosen more than one way to achieve this goal.
In 2014, during Sustainability Day (probably not coincidentally), the construction of four wind turbines was started in Zoeterwoude-Rijndijk. In 2016, these turbines are supplying as much as (maximum) 12 megawatts of energy. The brewery in Zoeterwoude manufactures since the middle of this year for 40% on renewable wind power.
Wind energy is not the only way with which Heineken intends to realise its sustainability plan. In 2015, the brewer put 12,000 solar panels into service, which enables Heineken to partially brew on sustainable energy from a different angle.
By making use of biogases and the pre-purification of water, Heineken wants to achieve another goal. Namely, to emit only 460% of the CO2 and consume 75% of the water in 2020, compared to the consumption in 2008.
Peter Jonkers, Program Manager Green Brewer says: “Sustainable energy often requires a different way of thinking, which is more focussed on the long term. Heineken has been around for 150 years and we expect to be around for at least that long again. Long-term thinking is therefore not surprising for us. We even expect that a sustainable management will be crucial in order to continue to exist in the long term.”
From now on when you are drinking a golden rascal from Heineken, you will actually be drinking a ‘green’ beer. Hats off to Heineken.