Heineken brings sustainability to MITA RJ

Heineken celebrates its return as an official sponsor of the second edition of the Festival Music Is The Answer (MITA) in Rio de Janeiro (RJ), which will take place this weekend (27th and 28th), with activations that show the power of social connections for change. This year’s edition takes place at the Jockey Clube do Rio, an open area full of nature located in the heart of the capital of Rio de Janeiro, which breathes movement and entertainment.

For 2023, the message Follow The Music, Change The City guides the work of the brand as part of the platform Green Your City, series of initiatives that connect culture and sustainability in a look at nightlife, music and relations with cities. The objective is to use the immersive experience present at the festival to communicate the platform’s message, launched in 2021.

Heineken’s actions at MITA 2023 communicate two major sustainability goals to be met:

Green Energy
The brand acts as a bridge and multiplier in the conversion to sustainable energy sources, seeking to facilitate access to renewable energy for residential houses and bars from 2021. By 2030, 50% of Heineken points of sale in 19 capitals will have renewable energy. To learn more, click here and visit the initiative’s website.

Circularity
By 2030, 80% of Heineken glass packaging will be returnable. Implement a circular economy system for packaging, including bottles long necksis a priority commitment for the brand.

As a main activation during the event, Heineken, together with the Athens agency, responsible for planning, creating and executing the brand’s music and sustainability platform, inaugurates the Heineken Moving Stage, a stage with a line-up fueled and transformed by Green Energy and energy from the public. The purpose of the installation is to reinforce the union between technology and sustainability in favor of a greener world, from a more technological and disruptive look, but still bringing a connection with nature in the main details.

With the presence and interaction of people, kinetic panels generate energy through movement, and the light installation reacts to the music and people on the dance floor. Furthermore, the space photo opportunity outside and Heineken bar, where, every hour, the Momento 0.0% will be held, with the distribution of Heineken 0.0% for the public to taste.

O setlist from space is signed by Daniel Tamenpi, journalist, music researcher and one of the main hip hop DJs today. And the place will also have a line-up of DJs from the main labels sponsored by the brand, which will take turns to expand the sound vibrations, further enhancing the immersive experience proposed by Heineken. The curation of these DJs is the result of a partnership between the brand and Tamenpi, with the aim of telling stories through sets of each artist.

Within the program we have:

may, 27: Tamenpi (14h) | Tataogan(16h) | Nepal (18h) | Marta Supernova (20h)

May 28th: Tamenpi (14h) | Luisa Viscardi (16h) | B Negão (18h) | Bota Som Tamy (20h)

reusable cups

Based on the goal of circularity, in addition to the Moving Stage, Heineken reinforces its commitment to sustainability through an action with Meu Copo Eco, to encourage the reuse of glasses when drinking draft beer and their subsequent reuse at other brand events. Everything will be organized in such a way that the consumer picks up a returnable cup when entering the venue, serves it during the party and returns it at the end, completing the cycle. To obtain the reusable cup, it is necessary to remove the 18+ wristband at the entrance to the event, which will entitle you to a free Heineken cup. Then, the glass can be picked up directly at the bar or at the Heineken Store.

The cup can be used as a refill or exchanged for a sanitized cup, with the aim of strengthening the mechanics of reuse, reducing the generation of waste and complying with its circularity. At the end of the event, visitors must return the cups to one of our promoters present at all exits, ensuring that this cup fulfills its role. The cups will be directed to hubs hygiene, returning for the next events and fulfilling its reuse cycle.

“Heineken invests more every day in sustainability issues and always seeks to combine this with the brand’s purpose of offering unforgettable and unique experiences. This year, our goal is to show that when we use technology to our advantage, we change the future. There is nothing more innovative than the human being, we are the ones who will show the smartest paths that technology should follow. Technology is just the means of transformation. In addition, the reunion with MITA fully tunes this company’s vision in relation to encouraging entertainment and culture”, completes Beatrice Jordão, senior manager of Heineken in Brazil.

check out the line-up complete from MITA RJ:

Rio de Janeiro – May 27th

Rio de Janeiro – May 28

MITA SP

On June 3rd and 4th, MITA takes place in São Paulo, with several resources to promote greater accessibility, promoting a unique freedom for the public to be who they are, and allowing everyone to enjoy and enjoy the shows in comfort and safety. Want to know more and see the line-up complete? Click here to read the article we already wrote about the event.

Green Your City

the platform Green Your City, created by Heineken, promotes a series of initiatives with a sustainable bias towards nightlife, the cultural scene and the redefinition of urban spaces. It is an unprecedented look at ways of discussing the environmental impact, through brand experiences and an invitation to reflection.

For the launch, in November 2021, the brand lit up the cities of São Paulo (SP), Rio de Janeiro (RJ) and Belo Horizonte (MG) with green energy. Iconic spots in the capitals, bars and partner restaurants came together to show that the best nights are made with green energy. The lighting is a celebration of the brand’s sustainable commitments, and also a reference to the use of clean energy, 100% renewable, in the production of beer. With this, Heineken sets the tone for how it intends to act from now on, bringing sustainability to each initiative, in experiences that can generate reflection and positive impact on people.

Since 2020, Heineken has announced its production with 100% renewable energy at the factories in Alagoinhas (BA), Araraquara (SP), Ponta Grossa (PR) and, by 2023, Jacareí (SP). In addition to production, the brand also announced the generation of green energy for bars and restaurants.

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