Ao aims to promote new perspectives of reflection on the city
Faced with the need to give new meaning to urban spaces and collaborate in the construction of increasingly sustainable cities, Heineken created, in 2021, Green Your City, a platform with a series of initiatives with a focus on culture and sustainability with the intention of guiding all actions of the brand, in accordance with its sustainability goals. Some of them have already been implemented along this journey, such as glass circularity, reusable cups at festivals, implementation of urban microforests, supplying homes, restaurants and activations with renewable energy.
Together with government bodies and the private sector, Heineken became one of the sponsors of Parque Bruno Covas, in So Paulo, in 2021. In addition to a calendar of events and activations, now aligned with the objective of giving new meaning to urban spaces in cities, the eyes turn to the Pinheiros River. The brand brings Floating Bar, a non-profit intervention that invites people to rethink the importance of reoccupation to transform the cities we live in, and, mainly, to bring Rio Pinheiros back to the focus of conversations.
The ESG agenda is at the center of our business strategy and present at all stages of decision-making. The proposal of the Green Your City platform and all of the Heineken brand’s actions to work towards a more sustainable future and give new meaning to urban spaces, connects the company’s purpose to a direct conversation with the consumer and to the invitation so that together we can always do more and better, especially for a region as important for the city as the surroundings of the Pinheiros River, declares Mauro Homem, vice-president of sustainability & corporate affairs at the Heineken Group.
The operation of the bar will be non-profit and all profits will be donated to actions that contribute to the improvement of the river and its surroundings, in partnership with Fundação SOS Mata Atlntica. Contributing to the construction of a greener and more sustainable city is an urgent demand from society and our purpose as a brand is to have an unprecedented look at ways of discussing environmental impact and, through experiences and interventions, invite reflection and the occupation of spaces urban residents, Eduardo Picarelli, director of the Heineken brand business unit in Brazil.
Available to visitors from Friday to Sunday between September 30th and October 29th from 4pm to 10pm, the 400 square meter structure was designed by Atenas, the agency responsible for planning, creating and executing the Heineken brand’s culture and sustainability platform. in Brazil. It has the capacity to receive up to 200 guests on a rotating basis and aims to move the community around the Pinheiros River.
The bar has a partnership with bartender Al DAgostino who created a menu of special drinks made with Heineken beer in its composition, a menu of snacks and, of course, Heineken draft beer. The program also includes attractions selected from the WME (Womens Music Event) label, among other Heineken partner names that will be announced weekly.