Heineken launches 'completely circular' Greener Bar concept

26 Jul 2021

By: Sport Industry Group

Global beer brand and London E-Prix race title sponsor Heineken unveiled its first ‘sustainable bar concept’, the Heineken Greener Bar, as part of its wider role as a Sustainability Partner of the ABB FIA Formula E World Championship.

The bar is a new addition to the brand’s sponsorship activation, and is an ‘entertainment experience’, using new building methods, materials, and technologies focused on improving the brand’s ability to upcycle, recycle and reuse materials. 

The bar aims to reduce waste, water, emissions, and energy usage, and Heineken hopes it will ultimately create a more sustainable bar solution for the events industry.

From the uniforms of the staff, the soil and plant ballasts weighing the bar down, the coasters made from the spent grain of the barley used during the brewing process, through to the use of reusable and recyclable cups, Heineken says everything is designed to create a ‘completely circular bar experience’.

According to the brand, the bar saves up to 6,539kg of event waste, 5,335 kilowatt hours of energy, 21,128 kilograms of CO2 emissions, and 25,108 litres of water per event.

“At Heineken, we are on a journey towards ensuring that our entire business, from barley to bar, is run as sustainably as possible,” said Bram Westenbrink, Global Head Heineken Brand.

“The Heineken Greener Bar is our latest pitstop on this journey. We are so excited to have created a sustainable bar concept that can be developed and utilised at all our sponsorship properties, to help showcase how we are able to make every part of our business a little greener every day. We are so pleased to have been able to work in partnership with Formula E and our other motorsport partners to develop the innovations required to bring this important sustainability idea to fruition.” 

Nico Rosberg, Sustainability Entrepreneur and 2016 Formula 1 World Champion: “I am really excited to be part of the launch of this amazing innovation from Heineken®️. Sustainability is at the heart of everything I do, and I firmly believe in the power of innovation, so I am immensely proud to see Heineken®️ embracing this and combining the expertise from the motorsport industry with their knowledge from the brewing industry to help drive forward a more sustainable solution for the global events industry."

Heineken has also created a ‘one-of-a-kind experiment’ - The Chill Station' - which is designed to explore and test new, more sustainable ways to chill beer. It uses the principles of convection and kinetic power to chill the brand’s non-alcoholic 0.0 beer in minutes rather than hours in the fridge. The brand says this results in a 30% energy saving.