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HEINEKEN Ideas Brewery Launches the Draught Beer Challenge

After a successful April kick-off, the HEINEKEN Ideas Brewery is now launching their second Open Innovation Challenge. Come July 31st, they will be calling on creative minds everywhere, looking for fresh ideas to: ‘Reinvent the draught beer experience’.

Beer has been around for thousands of years, and while recent findings confirmed that men around the world still love draught beer, HEINEKEN sees the potential to take inspiration from technological advances and the development of the entertainment and gaming industries to create an exciting new era in draught beer.

Teaming up with international comedians Adam Fields and Samba Schutte, HEINEKEN have explained the Draught Beer challenge through an exclusive comedy set. The set was written specially for the challenge, and contains some brilliant ideas from the comedians on how to reinvent the draught beer experience. Watch it here:

The HEINEKEN Draught Beer Challenge will run from July 31st to September 28th. For a chance to participate in a two-day expert-led workshop in Amsterdam and to win a share of $10.000 in prize money, come to the HEINEKEN Ideas Brewery and share your ideas on

The challenge is open to residents of the following countries: Austria, Brazil, Canada (excl. Quebec & Yukon), China, Czech Republic, Germany, India, Israel, Italy, Japan, Netherlands, Mexico, Spain, UK & US (excl. California).

The winners will be announced in November.

– July 31st 2012 – Challenge II Kick-off September 28th 2012
–Submission deadline November 2012
–Winner announced

More information about the challenge can be found at