Heineken showcases cutting-edge sustainability initiatives.

By Kate Kenny.

Heineken has unveiled a look at its Fields Green With Grass, Not Glass initiative, which is a project by the brand’s South Africa line.

It is aimed to combat two main issues: environmental impact and urban aesthetics.

The initiative repurposes broken glass and the project works to beautify urban spaces whilst paying attention to ecological problems of glass bottle waste.

This initiative launched with the help of creative agency Sonic State as the brand collected bottles from the hotspots into a range of captivating items. Some of these include 3,000 rings and 3,000 medallions.

The unique capsule of homeware also joins the collection — it features dinner sets and hops-inspired pendant lighting. All of these are thoughtfully designed and eco-friendly.

“Our Heineken Waste to Wear project represents our commitment to merging sustainability with style,” says Bhavna Mistry,  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.”

At the heart of the collaboration with Ngwenya Glass, a renowned artisanal glass factory near Mbabane in Eswatini. This partnership not only supports local craftsmanship but also highlights the transformative power of recycling. Ngwenya Glass artisans have skillfully crafted the recycled glass into high-quality, bespoke items that marry environmental responsibility with innovative design.

“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.”

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

For more information on these sustainability initiatives and to stay updated on our journey towards a greener future, visit https://www.heineken.com/za/en/our-products/eineken-returnable-bottle

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