Heineken Ideas Brewery – Reinvent the Draught Beer Experience

Amsterdam, 30 July 2012. After a successful April kick-off, the HEINEKEN Ideas Brewery is now launching their second Open Innovation Challenge. Come July 31st, they will be calling on creative minds everywhere, looking for fresh ideas to: ‘Reinvent the draught beer experience’.

Beer has been around for thousands of years, and while recent findings confirmed that men around the world still love draught beer, HEINEKEN sees the potential to take inspiration from technological advances and the development of the entertainment and gaming industries to create an exciting new era in draught beer.

Teaming up with international comedians Adam Fields and Samba Schutte, HEINEKEN have explained the Draught Beer challenge through an exclusive comedy set. The set was written specially for the challenge, and contains some brilliant ideas from the comedians on how to reinvent the draught beer experience.

The HEINEKEN Draught Beer Challenge will run from July 31st to September 28th. For a chance to participate in a two-day expert-led workshop in Amsterdam and to win a share of $10.000 in prize money, come to the HEINEKEN Ideas Brewery and share your ideas on www.ideasbrewery.com.

HEINEKEN launches their second Open Innovation Challenge, inviting creative minds everywhere to: ‘Reinvent the draught beer experience’.
To make the brief more interesting, HEINEKEN invited internationally renowned comedians Adam Fields and Samba Schutte, to take a crack at solving the challenge.

Adam and Samba took insights HEINEKEN uncovered in recent research, added some of their brilliant ideas, and brewed it together into a witty comedy set about draught beer.