2023-08-25 19:32:33
By J.T.
Posted yesterday at 21:32, Updated yesterday at 22:01
For a month, Heineken cans will no longer bear the company name. BRYAN BEDDER/Getty Images via AFP
On the occasion of its 150th anniversary, the second largest brewer in the world, which wishes to make consumers aware of the importance of sorting, will replace the brand name with another word.
Beer lovers, especially Heineken, will have to get used to it for a few weeks. On the occasion of its 150th anniversary, the French subsidiary of the second largest brewer in the world has decided to change the typography of its cans: throughout the month of September, the brand name will no longer be inscribed on the cans of 33 and 50 cl. It will be replaced by the word “recyclable”, as indicated on the Rayon Boissons website. A way for the Dutch company to make consumers aware of the importance of sorting and respect for the environment.
Read alsoHeineken: drop in beer sales and net profit in the first half
«Heineken is committed to reducing its environmental impact, indicates to the site Yoann Hellot, marketing manager international brands of the company. We know that the main carbon-emitting item remains our packaging.” The brewer’s strategy also aims to “support the most virtuous formats, whatever the moment of consumption: at home, on take-out sale, in a café…At the same time, a Heineken poster campaign will be organized throughout France to show the virtues of better sorting of its waste.
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