Heineken debuts sustainable Greener Bar pop-up at London E-Prix

The Heineken Greener Bar has been designed help to reduce waste, water, emissions and energy usage, ultimately creating a more sustainable bar solution for events.

Heineken has launched a sustainable bar experience – the Greener Bar – at the London E-Prix.

The Heineken Greener Bar has been designed help to reduce waste, water, emissions and energy usage, ultimately creating a more sustainable bar solution for events.

Every element of the Heineken Greener Bar has had a life before or will have a life long after the bar is gone, from the uniforms of the staff to the soil and plant ballasts weighing the bar down.

The standing tables and benches in the bar are made from reclaimed wood from elm trees that fell naturally near the Heineken brewery in Amsterdam, and the entire bar is designed to pack easily into two shipping containers, that also form the structure of the bar.

The roof, designed to look like the foam on a Heineken beer, has been created to be lightweight for travel and translucent so consumers can enjoy the sun, removing the use of lights and reducing energy usage.

The bar also houses The Chill Station, an innovation designed to test more sustainable ways to chill beer.

“At Heineken, we are on a journey towards ensuring that our entire business, from barley to bar, is run as sustainably as possible,” said Bram Westenbrink, Global Head of Heineken Brand.

“The Heineken Greener Bar is our latest pitstop on this journey. We are so excited to have created a sustainable bar concept that can be developed and utilised at all our sponsorship properties, to help showcase how we are able to make every part of our business a little greener every day.

“We are so pleased to have been able to work in partnership with Formula E and our other motorsport partners to develop the innovations required to bring this important sustainability idea to fruition.”

The long-term ambition of the bar is for it to become the solution at Heineken events and experiences across the globe, starting at Heineken’s 2021 Formula E and Formula 1 events.

Check out the bar in action in the video below: