A Heineken continues the project that aims to facilitate access to renewable energy throughout Brazil and, after the initiative aimed at bars and restaurants, in 2021, the movement extends its coverage to the homes of Brazilians. Now, people will be able to choose to participate in the project, free of charge, and have access to 100% green energy in their own homes.
The novelty is part of the brand’s sustainability and culture platform, GREEN YOUR CITY, launched in 2021 with commitments in three pillars: greener cities, circular economy and responsible consumption. With this, Heineken starts to look not only at internal processes, but also how to expand the message to the entire chain, including consumers, having green energy as an agent of transformation and showing that a greener future can start with small actions, within From home.
In addition to raising awareness, the project benefits participants with direct discounts on the energy bill that can reach 20% of consumption, depending on the region.
The brand’s journey in building a greener world had its genesis with the announcement, made in December 2020, of the production and bottling of Heineken beers with 100% green energy in the breweries of Alagoinhas (BA), Araraquara (SP), and Ponta Grossa (PR), and until 2023 in Jacareí (SP). By facilitating access to renewable energy, the brand encourages consumers to rethink ways of consumption, including energy consumption within the home.
“Distributed generation is already a reality in Europe and the United States, where consumers have the option of choosing sustainable ways of supplying energy. Here in Brazil, the format is consolidating and that’s why we are happy to be able, together with partners, to actively act as a facilitator of this pioneering movement. We believe in sustainability as a joint construction of industry and society and being able to somehow facilitate this process, with concrete action, which delivers benefits to the environment and to people, is a great achievement”, says Gabriel D’Angelo Braz, director of marketing for the Heineken brand in Brazil.
Register
Participation is done through a 100% digital registration. Just access the platform with the holder’s CNH or RG/CPF and a copy or photo of the energy bill. Participation is free, without payment of fees, without installation and without loyalty. In order to have access to the benefit, the user must prove that he has the average monthly amount of at least R＄200.00 on his energy bill. After joining, the deadline for the conversion and supply of green energy is up to 120 days.
phases from the project
The project is operated in partnership with regional generators of certified renewable energy and the availability of the service happens gradually in the country. Currently, residents of the states of Minas Gerais, Goiás, Paraná, Santa Catarina, Rio Grande do Sul, Distrito Federal and São Paulo (CPFL Paulista), for example, are already able to apply for the program. In other states, the service is expected to be available between the second half of 2022 and the first half of 2023. Until then, residents can pre-register on the project’s website to follow the arrival in their cities.
In 2021, the pilot project began with service to the brand’s partner bars and restaurants, which have since benefited from the program. The goal is to reach 50% of the points of sale, in 19 capitals, by 2030.
“The Heineken brand will play a fundamental role within the HEINEKEN Group in Brazil to leverage the company’s goals, such as the neutralization of carbon emissions throughout its value chain by 2040. We believe that this project can stimulate individual attitudes that collaborate for the transformation of cities in more sustainable cities, through the presentation of solutions, new possibilities and new perspectives”, says Ornella Vilardo, Sustainability Manager of the HEINEKEN Group in Brazil.
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