Heineken pioneers sustainability with ‘Waste to Wear’ initiative, green zones project 

SOUTH AFRICA – Heineken Beverages is leading the charge towards a more sustainable future with its innovative Waste to Wear initiative, introduced alongside the debut of the iconic 650ml returnable Star Bottle earlier this year.  

This project transforms single-use Heineken bottles into stylish and functional items, emphasizing creativity and environmental stewardship. 

In collaboration with Sonic State Experiential and esteemed local designers Deji Dada and Matthew Edwards, Heineken has repurposed 800kgs of recycled glass into an extraordinary collection.  

This includes 3,000 rings, 3,000 medallions, bespoke dinner sets, and a captivating hops-inspired pendant light—each piece crafted to showcase the potential of recycled materials in high-end design. 

“Our Heineken Waste to Wear project represents our commitment to merging sustainability with style,” says Bhavna Mistry, Heineken senior brand manager. “By transforming discarded bottles into wearable art and home décor, we’re not only reducing waste but also inspiring innovation in sustainable design.” 

The collaboration with local designers such as Ngwenya Glass not only supports local craftsmanship but also highlights the transformative power of recycling.  

“Our collaboration with Ngwenya Glass underscores our commitment to supporting small businesses and local artisans,” adds Mistry. “Through Heineken Waste to Wear, we’re fostering economic growth and creativity within the community while promoting environmental sustainability.” 

Additionally, Heineken launched the ‘Fields Green with Grass, Not Glass’ campaign, introducing Heineken Green Zones across key urban centers.  

These zones are accessible and inclusive urban green spaces in neglected communities, creating recreational spaces with biodiversity gardens and upcycled art installations. 

Phase 1 of the Heineken Green Zones Project will see five Green Zones built in Cape Town, Johannesburg, Pretoria, and Durban, covering over 5,000 square meters with a mix of indigenous plants and grasses.  

The company aims to complete five green zones in the first half of 2024, covering more than 30,000 square meters with indigenous plants. 

Earlier this year, Heineken invested R2.3 billion  (US$124.6M) in its returnable bottle program in South Africa, more than doubling its share of returnable glass beer bottles as part of its goal to move to 65 percent returnable glass bottles.  

This move aligns with Heineken’s global ambition of net-zero carbon by 2040, as per the company’s Brew a Better World strategy. 

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