Heineken has unveiled the winning ideas from its Ideas Brewery 60+ Challenge, a three-month global challenge for creatives, innovators and designers helping the brand target the over 60s market.
The three winning ideas each take home a share of $10,000 with Tony Dianoff, from Finland, awarded first place for Fahrenheit +60, a range of beers brewed differently for new tastes, each with a story to tell.
Second place went to American Nathan Gabriele’s labelling idea, and Australia’s Charles McGregor placed third with his wine-inspired beer. Over 150 ideas were submitted online via the Ideas Brewery, six shortlisted candidates were then invited to Heineken HQ to collaborate with innovation experts and tune-up their ideas at a two and a half day workshop before pitching to the official jury.
The judging panel, which included designtaxi.com’s Alex Goh, as well as Paul Stanger and Bram Westenbrink of Heineken, chose Fahrenheit +60 as the overall winner due to its roots in the art of beer making, ease of execution and because it provides a great platform for story-telling.
Global innovation manager, Stanger, commented: “Tony Dianoff really impressed the whole judging panel. He clearly understood the Challenge and the needs of the 60+ market. We’re looking forward to taking this project further, following our co-creation workshop, to see if we can bring the idea into reality.”
Dianoff added: “When I saw the Ideas Brewery 60+ 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.”