Heineken, 50 anni in Italia: il futuro della birra è green

(Adnkronos) - Il consumatore vuole occasioni di socialità e la birra potrà essere protagonista

Transcript

00:00The beer is more and more versatile, sustainable and protagonist of a new sociality and new consumption opportunities.

00:07This is the beer trend, according to the Einheken Studio in Italy and Future Concept Lab,

00:14presented in Milan during the meeting between History and Vision of the Future,

00:20during the 50th anniversary celebrations of the production of Einheken in Italy.

00:27The secret is the passion and the ability to produce excellent beers and to tell them in the best way.

00:35Heineken has impacted the country's beer culture in two very large areas.

00:41One, that of beer and food, contributing to making beer part of the country's food culture.

00:46And the other, that of socialization, with the great events of many years ago,

00:51such as the Heineken Jamming Festival and the Trofeo Birra Moretti on Calcio.

00:54He has contributed to the evolution of the Italian beer market.

00:58The last and most important phase is that of the variety of recipes,

01:03of the proposed beers and of the investments on the Italian brands,

01:06like Cnusa, Birra Moretti and Birra Messina.

01:10Today, a bottle of beer out of three produced in Italy is produced by Heineken,

01:14which, with almost 7 million liters, is the first producer in the country

01:18with the brands Birra Moretti, Cnusa and Birra Messina.

01:21Birra Moretti, for example, has gone from about 500,000 to more than 2.7 million liters produced

01:28and has become, today, for 47% of connoisseurs, the most representative brand of beer of Italian origin.

01:34The innovation of the product and the evolution of the production processes

01:37will be central in the future to make beer more and more sustainable.

01:41Heineken, in fact, aims to reach zero net emissions in production by 2030

01:46and to reach carbon neutrality on the value chain by 2040.

01:51Sustainability, but also responsibility, with the campaigns that have become iconic on responsible consumption.

01:58Heineken Italy is the company that did the first campaign dedicated to responsible consumption 20 years ago

02:05and has carried out a program that is very nourished by campaigns and messages,

02:11with unequivocal, aspirational messages.

02:14Because we are talking about responsibility and moderation,

02:17but there is also an alternative, and that is alcoholic beers,

02:20which today, unlike in the past, are much, much, much better.

02:23There is a great rush towards what we call the crucial and sustainable,

02:28that is, a widespread sustainability, in which beer becomes the protagonist

02:33because it can intervene both in terms of responsibility, and therefore a responsible beer,

02:39but also in terms of quality, quality of life.

02:42People want, in some way, beers that have a taste that is recognizable

02:47and that can function both as a great element of conviviality

02:51and at the same time, however, have a moment, an experience that is of quality

02:56in which beer represents a daily companion.