Heineken taps into innovative talent with IdeasBrewery

Multinational brewer Heineken tells Recruiter that gaining access to “interesting and smart people” has been a “welcome offshoot” of IdeasBrewery, a website that invites users to submit observations and insights relevant to its business.

Thu, 14 Mar 2013

She adds: “The people that get involved in IdeasBrewery have various motivations to do this. A part of them want to get exposure for their professional creativity or expertise - and perhaps through that enhance the chance for new assignments, either from Heineken or from other companies.”

Ideas Brewery’s most recent challenge asked for observations on the lifestyle and habits of the 60-70-year-old generation, and what this would mean for the beer market and Heineken. The competition was introduced by Hollywood film director Donald Petrie, best known for Miss Congeniality. In the video below, he asks for submissions through “any creative expression you desire” (i.e. videos, pictures, anecdotes etc), with the winners sharing $10k (£6.7k) in prize money. Winners will be published at the end of March 2013.

The previous challenge, ‘Reinventing the Draught Beer Experience’, asked entrants to see the “potential to take inspiration from technological advances and the development of other industries to create an exciting new era in draught beer”. After the competition closed in November 2012, Heineken invited six finalists, a mix of professionals and students, to a workshop in Amsterdam, one of whom was offered an internship within the global innovation department.

  • Last month, recruiter.co.uk reported that when Heineken started looking for a new recruit to the marketing department working across their Champions League account, they decided to do something a little different – and capture it on camera. Read our piece ‘Heineken finds recruit with quite some bottle’ for the full story.
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