Heineken Announces The Best 6 Innovations for 60+ Year-Old Drinkers

AMSTERDAM [9^th July 2013/mbb/]: After a global search for the best innovation ideas for the 60+ audience from their Ideas Brewery crowdsourcing platform, Heineken have shortlisted six finalists who are invited to a co-creation workshop with HEINEKEN in Amsterdam, where they will be in the running to win a share of $10,000.

The challenge received 149 entrants, which were all reviewed by a multi-functional HEINEKEN team. Each idea was given a score for innovativeness for the beer industry, technical feasibility, commercial feasibility, and the number of votes they received on the Ideas Brewery platform.

The six shortlisted ideas in random order are:

•         Elder. Brau. – Peter Laverty – UK

•         Fahrenheit + 60 – Tony Dianoff – Finland

•         Easy star bottle – Nathan Gabriele – USA

•         Time of your life – Marco Menaballi – Italy

•         Culin beer – Robin Cox – Netherlands

•         Rood Ster Vintage Brew – Charles McGregor – Australia

HEINEKEN created this challenge to generate fresh and creative ideas on how to cater for this ‘liberated generation of consumers who enjoy more freedom from jobs, children, stress and strive more for quality of life, wellbeing and self-development.

On July 24, 25, 26^th, the six finalists will work together with HEINEKEN innovation and marketing specialists to further develop their ideas. From this, three winners will be selected by an expert jury, consisting of Dominic Wilcox (Speed Creator), Alex Goh (Designtaxi.com), Daniel Quinn (Happen.com), and from HEINEKEN Bram Westenbrink (Marketing Director HEINEKEN Netherlands) and Paul Stanger (Global Innovation Manager).

Talking about the shortlisted entries, HEINEKEN Innovation Program Manager Ellen Bark-Lindhout said: “We have been impressed by the standard of entries to this challenge. There has been a real variety of creative thinking that has been showcased during the challenge. The shortlisted six ideas really stood out as being inventive and matching HEINEKEN’s needs.”

Visit www.IdeasBrewery.com to see all the entrants.

The final 3 winners will be announced before August 15, 2013 at www.IdeasBrewery.com
.