By
Alex Smith |
Beverage company Heineken has launched a new ‘2030 Brew a Better World’ global sustainability and responsibility ambition, with the strategy including partnerships with cruise companies aimed at creating a positive impact for the environment, social sustianability and the responsible consumption of alcohol.
The new initiative will include working with cruise lines to deliver priority marketing for low- and no-alcohol beers and ciders as an alternative, with sales of Heineken’s non-alcoholic Heineken 0.0 beer currently showing rapid growth in the cruise sector.
Heineken will also replace printed materials with digital where possible, adding point of sales and merchandising assets made from sustainable and reused materials. The company’s global cruise team is also developing an implementation plan to recover its used polyethylene terephthalate (PET) plastic kegs from cruise customers to recycle and bring back into the market as pre-forms, for use alongside new PET kegs.
“Doing business all over the world comes with important responsibilities that extend beyond just running a profitable business,” said Christian Klimpke, global account manager for cruise lines at Heineken. “As well as delivering on our global 2030 Brew a Better World sustainability ambitions, Heineken believes that achieving real and lasting change comes from partnering with others. We are now actively inviting our cruise line partners to join us on initiatives in raising the bar to progress faster towards a net zero, fairer and healthier world.”