HEINEKEN INNOVATION CHALLENGE 2013: CREATE NEW BEER CONCEPTS...

-->Today HEINEKEN launched the second stage of its global innovation challenge to develop ideas on how to reinvent the beer drinking experience for the 60+ drinker. Read more to discover the new challenge...  

HEINEKEN Ideas Brewery

Top Story|20130429 HEINEKEN challenges innovators and creative to reinvent the beer experience for 60-70 year old consumers with new challenge global_topstory

HEINEKEN invites creative people from around the world to submit fresh ideas on www.IdeasBrewery.com that will enhance the drinking experience for 60-70 years olds, taking into consideration the beer, the packaging and serving method. The challenge is to cater these new propositions to the unique lifestyle, attitudes and needs of this group. This is the second stage of the Ideas Brewery campaign, where HEINEKEN challenged the public to submit their observations on the lifestyles for 60+. The insights were then judged by Hollywood producer Donald Petrie, critically acclaimed photographer Naomi Harris, cultural commentator Kees van Duyn and two senior directors from HEINEKEN. These insights, gathered from consumers across five continents via www.IdeasBrewery.com, fell under three main categories and should guide the thinking for the 60+ Ideas challenge responses:

‘Quality experiences’: The 60+ demographic is becoming increasingly more quality focused. The quality of a meal or beverage far outweighs the quantity for these consumers

‘Learning and re-discovery’: This generation is committed to continued learning, new perspectives and self-development. They want to stay relevant and vital

‘More time for social activities’: The 60+ generation of today has more time, space and liberty to enjoy hobbies, sports and traveling. They have a strong attraction to new or more frequent activity-related social occasions

The new challenge will be live on www.IdeasBrewery.com for nine weeks starting today till 27 June, and submissions will need to describe the idea clearly, reference how they address the above themes, how it benefits the consumers and be accompanied by supporting material. Six finalists will be invited to Amsterdam, Netherlands, to join a workshop on 24-26 July with HEINEKEN experts who will help build the ideas. From this, three will be selected by an expert jury to share the $10,000 prize fund. The winners will receive cash prizes to the sum of US$5.000 for the overall challenge winner, US$3.000 for the runner-up and US$2.000 for the third place. The six finalists will individually be contacted by HEINEKEN® in early July 2013, and then the three winners will be publically announced before 15 August 2013.