Heineken selects senior sensation
Crowdsourcing concept produces winning ideas
Heineken has announced the winners of a global crowdsourcing challenge to help the brewer find better drinking experiences for the over 60s.
Tony Dianoff, a packaging designer from Finland, was awarded first place and a prize of US $5,000 for Fahrenheit +60 – a range of premium beers fermented at 60oC and above to give a fruit-ier and sweeter taste. Fahrenheit +60 also comes with added iron – an essential mineral for elderly people.
Second was Nathan Gabriele, from the United States, with his idea of a foil-covered neck-length twist bottle cap for arthritis sufferers. In third was Charles McGregor, an Australian with a wine-inspired beer recipe.
Launched in April, Heineken’s 60+ Challenge encouraged designers and innovators to submit ideas through its Ideas Brewery website www.ideasbrewery.com. Almost 150 suggestions were submitted with these reduced to a shortlist of six.
Shortlisted candidates were invited to the Heineken headquarters in Amsterdam for a two-and-a-half-day workshop, where they fine-tuned their ideas.
Heineken global innovation manager Paul Stanger said the Fahrenheit +60 range provided a great platform for story-telling. The brewer is looking to see whether the idea can become a reality.
He explained, “Tony Dianoff really impressed the whole judging panel. He clearly understood the challenge and the needs of the 60-plus market. We were particularly struck by Tony's use of the insight that the 60-plus consumer wants to discover new tastes.”
As for the winning entry, Tony Dianoff said, “When I saw the challenge, I knew I had to enter. I spent weeks researching the over 60's before I even put pen to paper, and this helped me create Fahrenheit +60.
“What's so intriguing about this group is that so few people look to them specifically, so it was rich territory for a creative concept. The chance to work with Heineken on my creative idea is very ex-citing, and I'm looking forward to seeing the results."
Heineken said that more Ideas Brewery challenges are in the pipeline.