Waste not

The Green Pint initiative aims to help licensees tap into growing demand for sustainability

HEINEKEN is aiming to help licensees shout about their green credentials with a new marketing initiative that celebrates the waste reduction achieved by its SmartDispense system.

The dispense technology is claimed to have saved 72 million pints of water and 207 tonnes of CO2, the equivalent needed to pour 43 million pints, as well as 10,000 working days since being launched in the on-trade in 2013.

Pointing to market research by Mintel that shows consumers are becoming increasingly environmentally aware and loyal to companies that are too, the Green Pint campaign is centred around growing awareness of SmartDispense outlets’ improved environmental credentials.

The educational in-pub drive includes new POS, comprising beer mats and a social media toolkit, as well as geotargeted digital advertising.

Written from the point of view of the outlet’s operator, the POS conveys how proud they are to serve environmentally friendly and quality pints.

Phil Gray, SmartDispense sales director at Heineken, said: “SmartDispense not only saves you time and effort, it also saves you water and energy.

“These savings, coupled with colder, more consistent and quality pints, leads to happier and more loyal consumers, helping customers sell more pints.

“What’s more, consumers can be safe in the knowledge that not only are they enjoying a great drink, they are also helping to save the planet, one pint at a time.”