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Amsterdam | Published on: September 10, 2012
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HEINEKEN Ideas Brewery is continues to inspire creatives to Reinvent The Draught Beer Experience http://pr.co/p/000ps1
Summary
After a successful kick-off in July, the HEINEKEN Ideas Brewery is now continuing to inspire creatives for its Open Innovation Challenge to: ‘Reinvent the draught beer experience’.

For the second wave, HEINEKEN releases new inspirational material from this exclusive comedy set, specially written for the challenge. It contains more surprising ideas from the comedians on how to reinvent the draught beer experience. Watch it here: www.youtube.com/heinekeninnovation.
Details

Amsterdam, 10 September 2012. After a successful kick-off in July, the HEINEKEN Ideas Brewery is now continuing to inspire creatives for its Open Innovation Challenge 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.

The first wave of inspiration centered around international comedians Adam Fields and Samba Schutte sharing their own ideas to the challenge and has set up a premise of looking for out-of-the-box solutions for ‘Reinventing The Draught Beer Experience’. An additional source of inspiration is a series of editorials on PSFK, a global trendwatching community, featuring brilliant creative minds who are reimagining the world around them. Look out for the interviews on PSFK: http://www.psfk.com/tag/heineken-reimagine-series

For the second wave, HEINEKEN releases new inspirational material from this exclusive comedy set, specially written for the challenge. It contains more surprising ideas from the comedians on how to reinvent the draught beer experience. Watch it here: www.youtube.com/heinekeninnovation.

The HEINEKEN Draught Beer Challenge runs 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.

The challenge is open to residents of the following countries: Austria, Brazil, Canada (excl. Quebec & Yukon), China, Czech Republic, Germany, India, Israel, Italy, Japan, Netherlands, Mexico, Spain, UK & US (excl. California).

The winners will be announced in November.

Dates
- July 31st 2012 – Challenge II Kick-off September 28th 2012 
–Submission deadline November 2012 
–Winner announced

Pictures, videos and relevant links can be found at http://pressdoc.com/p/000ps1. More information about the challenge can be found at www.ideasbrewery.com.

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Note to editors:

HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name - Heineken® - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 140 breweries with volume of 214 million hectolitres of group beer sold. HEINEKEN is Europe’s largest brewer and the world’s second largest by revenue. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Amstel, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Heineken, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, and Zywiec. Our leading joint venture brands include Cristal, Kingfisher, Tiger and Anchor. In 2011, revenue totaled €17.1 billion and EBIT (beia) was €2.7 billion. The number of people employed is around 70,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the Amsterdam stock exchange. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com.

Press enquiries:

HEINEKEN International:
Michiel Gosens – Global Corporate Relations
Email: michiel.gosens@heineken.com
Telephone: +31 (0)20 5239355

MAKE AMSTERDAM:
Man Yong Toh – Account and Strategy Director
Email: toh@makeamsterdam.com

Telephone: +31-(0)6-4546894