Heineken has announced that its Mexican beer brand Sol is now brewed with solar energy, following the installation of solar panels at its UK brewery in Tadcaster and the flagship brewery in Zoeterwoude, the Netherlands.
The brand will also get a packaging refresh, with the tagline ‘Brewed with Solar Energy’ being included in all primary and secondary packaging.
Heineken said the move marks an important step towards reducing the brand’s carbon footprint, as part of its broader commitment to sustainability. The bottles brewed at both sites have been produced using solar power since April.
The bottle’s new design, launched last month, dials up the iconic sun symbol and bright brand colours to reaffirm Sol’s aim to connect people to the positive energy from the sun.
“At Heineken UK, we’ve challenged ourselves to innovate sustainably and as a result, we’re proud to share that the Sol brand is now brewed by solar energy,” said Matt Saltzstein, premium beer unit brand director at Heineken UK.
“As its name suggests, Sol is all about the sun and our new tagline, ‘Brewed with Solar Energy’, reinforces our authentic, longstanding connection to it, whilst also showcasing our goal of becoming more carbon neutral to our sustainability-minded shoppers.”
Sol enjoyed a 114 per cent sales increase in UK, compared to last year, higher than the Beer category (21%), according to Nielsen data. The brand hopes the latest move will result in a significant increase in purchase intent to further help retailers.
Heineken’s sustainable development strategy, Brewing a Better World, aims to increase the share of renewable energy in production to 70 per cent by 2030.
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