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Bottoms Up!

Green Award Winner 2017 Employing Green Practices: Heineken



Heineken USA has reduced the carbon emissions required to import its Mexican beers into the U.S. by 29 percent.

Grab a chilled Heineken, pop the cap, and take a long draw. That green bottle is a symbol of the upscale taste that many beer lovers appreciate, but it has also come to represent a company that leads its peers in green business practices. 

Heineken, the world’s third-largest brewer, has a history that dates back to 1864 when the company was established in Amsterdam, and by 1933, the green bottles began arriving on American shores. Heineken USA was established in 1995 and has since developed Brewing a Better World, an impressive campaign that focuses on environmental sustainability, responsible citizens, and building inclusive communities. It has been named a 2017 Green Award winner for its accomplishments.

According to industry figures, fewer than 50 percent of glass bottles are recycled. With responsibility for producing millions of bottles per year, Heineken USA thought recycling rates should be drastically increased and went looking for a solution. “We found The Recycling Partnership and determined it was the premiere group and our best fit for curbside recycling,” says Dayna Adelman, corporate social-responsibility director at Heineken USA’s headquarters in White Plains. TRP, a national recycling non-profit that works to improve residential recycling, collaborates with its brand ambassadors to reach out to educate consumers and raise the bar on recycling. Heineken USA, the first alcohol-brand coalition member, not only funded a 2016 study on increasing the recyclability of glass but also sponsored some fun and games.

At soccer’s International Champions Cup here in the States last year, Heineken USA teamed up with TRP to “challenge consumers to represent their clubs by placing their recyclables in specially marked bins in our beer garden,” explains Adelman. “Sensors on each container tracked the total amount of bottles and cans recycled, and which team was in the lead. Supporters of A.C. Milan, Bayern Munich, Chelsea Football Club, and Real Madrid had the opportunity to score points against their rival fans by recycling the most products on behalf of their team.” 

How does Heineken USA’s outreach help with residential recycling closer to home? “One of our priorities is consumer engagement. Recycling rules differ from one municipality to the next,” Adelman says. “So in our efforts to make consumers recycling champions, we have to help them become informed about local policies.” To that end, the company is looking to make recycling a key element of its 2017 annual day of giving in Westchester. 

Recycling is just one aspect of the company’s environmental sustainability efforts. Another is reducing the company’s carbon footprint. In 2010, the Dutch beer giant bought a Mexican portfolio of beers—brands such as Dos Equis, Tecate, and Sol—from south of the border. The popularity of these brands led to an increase in transportation—trucking from Mexico to the U.S., which led to greater CO2 emissions.

After completing a study on transportation options, Heineken USA determined that sea-based transportation would result in a savings of more than 10,000 tons of CO2 per year—a 29-percent decrease! A happy bonus was that an environmentally beneficial change was also better for customers—95 percent of deliveries arrived on time after the change, versus 89 percent beforehand. 

Finally, Heineken USA took a look at its packaging, which is the largest component of the company’s carbon footprint. “Not only do packaging materials and processing lead to carbon emission,” Adelman explains, “but they also cause greater stress on natural resources and increase waste.” Heineken USA has managed to reduce the impact of its packaging by identifying areas for light-weighting its secondary packaging (the cardboard carriers), which will reduce its carbon emissions and waste without compromising quality.

But Adelman says there’s still a lot of room for improvement, adding, “As someone who imports into the market, it’s our responsibility to recycle.”


Used bottles of beer in the wall: In the 1960s, Heineken pioneered upcycling—using its own discarded bottles to build what it called a WOBO House. 

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March 2017

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Sponsor: Norwalk Parking Authority
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Cost: free

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Sponsor: Cooper & Smith Gallery
Telephone: 860-581-8526
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Telephone: 203-324-6584
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Sponsor: The Smithy Store
Telephone: 860-868-9003
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Cost: FREE

Where:
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Telephone: 203-324-6584
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Cost: Free

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Telephone: (203) 938-2117
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Cost: $7 adult, $6 Senior/student, under 5 and member free

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1 Museum Drive
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Sponsor: Bruce Museum
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More information

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Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
View map »


Sponsor: Bruce Museum
Telephone: 203 869 0376
Website »

More information

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Cost: free

Where:
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10 Main Street
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Sponsor: Cooper & Smith Gallery
Telephone: 860-581-8526
Contact Name: Pamela St. Clair
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Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
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View map »


Sponsor: Bruce Museum and Culturespaces
Telephone: 203-869-0376
Website »

More information

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Cost: Free

Where:
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720 Pequot Avenue
Southport, CT  06890
View map »


Sponsor: Pequot Library
Telephone: 203-259-0346 ext. 15
Contact Name: Front Desk
Website »

More information

Show More...
Show Less...

SilverSource – a leader in advocating for the needs of older adults and their families– announced today that it is now accepting nominations for the 2017 SilverSource Awards.  The...

Cost: FREE

Where:
SilverSource
2009 Summer Street
Stamford, CT  06905
View map »


Sponsor: SilverSource
Telephone: 203-324-6584
Contact Name: Linda Christensen
Website »

More information

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Cost: Free

Where:
Carriage Barn Arts Center
681 South Ave
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View map »


Website »

More information

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Cost: $5.00 donation at door

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421 Bantam Road
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Telephone: 860-567-8302
Contact Name: Litchfield Community Center
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Cost: Free

Where:
Maritime Garage Gallery
11 North Water Street
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Sponsor: Norwalk Parking Authority
Telephone: 203-831-9063
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Cost: fre

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Sponsor: Wilton Library
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Cost: $7 adult, $6 Senior/student, under 5 and member free

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
View map »


Sponsor: Bruce Museum
Website »

More information

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Cost: free

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Sponsor: The Smithy Store
Telephone: 860-868-9003
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Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
View map »


Sponsor: Bruce Museum
Telephone: 203 869 0376
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More information

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Cost: free

Where:
Cooper & Smith Gallery
10 Main Street
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View map »


Sponsor: Cooper & Smith Gallery
Telephone: 860-581-8526
Contact Name: Pamela St. Clair
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More information

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Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06830
View map »


Sponsor: Bruce Museum and Culturespaces
Telephone: 203-869-0376
Website »

More information

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Cost: Free

Where:
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Sponsor: Pequot Library
Telephone: 203-259-0346 ext. 15
Contact Name: Front Desk
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Cost: FREE

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View map »


Sponsor: SilverSource
Telephone: 203-324-6584
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More information

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Cost: Free

Where:
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Website »

More information

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Sponsor: The New Canaan Historical Society
Telephone: 203-966-1776
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Cost: $50

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Sponsor: Pacific House
Telephone: 917-563-2435
Contact Name: Sloane Spanierman
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Cost: Free

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11 North Water Street
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View map »


Sponsor: Norwalk Parking Authority
Telephone: 203-831-9063
Contact Name: Maritime Garage Gallery
Website »

More information

Last Days of Pangea: In the Footsteps of Dinosaurs November 19, 2016 - July 16, 2017 Image: Cast skull of Postosuchus, one of the largest carnivorous reptiles during the late Triassic, 200...

Cost: $7 adult, $6 Senior/student, under 5 and member free

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
View map »


Sponsor: Bruce Museum
Website »

More information

The Cooper & Smith Gallery presents Skyward by New York artist Sheila Kramer. Sheila’s paintings are informed by her worldly travels, the landscapes and atmospheres observed from the...

Cost: free

Where:
Cooper & Smith Gallery
10 Main Street
Essex, CT  06426
View map »


Sponsor: Cooper & Smith Gallery
Telephone: 860-581-8526
Contact Name: Pamela St. Clair
Website »

More information

Alfred Sisley (1839-1899): Impressionist Master at the Bruce Museum from January 21, 2017 - May 21, 2017 The Bruce Museum and the Hôtel de Caumont Centre d’Art in Aix-en-Provence,...

Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06830
View map »


Sponsor: Bruce Museum and Culturespaces
Telephone: 203-869-0376
Website »

More information

Explore the earliest history of Pequot Library, the opening of its doors in 1894 as a public library, "free as air to all," and the founding efforts of Virginia Marquand Monroe and Elbert...

Cost: Free

Where:
Pequot Library
720 Pequot Avenue
Southport, CT  06890
View map »


Sponsor: Pequot Library
Telephone: 203-259-0346 ext. 15
Contact Name: Front Desk
Website »

More information

The Loft Gallery will host a collection of works by watercolorist, Mary Jane Magoon of Sherman, CT, and oil paintings by Tom Pearsall of Washington CT. This exhibit will be on view from February...

Cost: free

Where:
Loft Gallery @ The Smithy Store
10 Main Street
New Preston, CT  06777
View map »


Sponsor: The Smithy Store
Telephone: 860-868-9003
Contact Name: Susan
Website »

More information

Canvas and Cast: Highlights from the Bruce Museum’s Art Collection February 11 – June 11, 2017 On February 11, 2017, the Bruce Museum in Greenwich, Connecticut, opens its newest...

Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
View map »


Sponsor: Bruce Museum
Telephone: 203 869 0376
Website »

More information

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SilverSource – a leader in advocating for the needs of older adults and their families– announced today that it is now accepting nominations for the 2017 SilverSource Awards.  The...

Cost: FREE

Where:
SilverSource
2009 Summer Street
Stamford, CT  06905
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Sponsor: SilverSource
Telephone: 203-324-6584
Contact Name: Linda Christensen
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Join talented artist and New Pond Farm member, Chanel Dupare, as she shares this traditional Ukrainian craft. Using a wax-resist dyeing method you will learn this delicate meditative art of Pysanky...

Cost: $15 per New Pond Farm Member, $20 per non-member

Where:
New Pond Farm Education Center
101 Marchant Road
Redding, CT  06896
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Telephone: (203) 938-2117
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Saturday April 1, 2:30 – 4:30 p.m. 
  Join talented artist and NPF member, Chanel Dupare, as she shares this traditional Ukrainian craft. Using a wax resist
dyeing method you will learn...

Cost: $15 per New Pond Farm Member child, $20 per non-member child

Where:
New Pond Farm Education Center
101 Marchant Road
Redding, CT  06896
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Telephone: (203) 938-2117
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Through Our Eyes V A 5th Annual New Canaan High School Exhibition at the Carriage Barn Arts Center. On view from March 10th to April 1st 2017.  Opening reception is on March 10th, 5...

Cost: Free

Where:
Carriage Barn Arts Center
681 South Ave
Waveny Park
New Canaan, CT  06840
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The Loft Gallery will host a collection of works by watercolorist, Mary Jane Magoon of Sherman, CT, and oil paintings by Tom Pearsall of Washington CT. This exhibit will be on view from February...

Cost: free

Where:
Loft Gallery @ The Smithy Store
10 Main Street
New Preston, CT  06777
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Sponsor: The Smithy Store
Telephone: 860-868-9003
Contact Name: Susan
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Last Days of Pangea: In the Footsteps of Dinosaurs November 19, 2016 - July 16, 2017 Image: Cast skull of Postosuchus, one of the largest carnivorous reptiles during the late Triassic, 200...

Cost: $7 adult, $6 Senior/student, under 5 and member free

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
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Sponsor: Bruce Museum
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Canvas and Cast: Highlights from the Bruce Museum’s Art Collection February 11 – June 11, 2017 On February 11, 2017, the Bruce Museum in Greenwich, Connecticut, opens its newest...

Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06878
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Sponsor: Bruce Museum
Telephone: 203 869 0376
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Clay Art Center is pleased to present REVISIT: The Boneyard   Featuring works by 40 internationally acclaimed ceramic artists who have taught workshops at Clay Art Center over the...

Cost: FREE

Where:
Clay Art Center
40 Beech Street
Port Chester, CT  10573
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Sponsor: Clay Art Center
Telephone: 914-937-2047
Contact Name: Nancy Yates
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The Cooper & Smith Gallery presents Skyward by New York artist Sheila Kramer. Sheila’s paintings are informed by her worldly travels, the landscapes and atmospheres observed from the...

Cost: free

Where:
Cooper & Smith Gallery
10 Main Street
Essex, CT  06426
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Sponsor: Cooper & Smith Gallery
Telephone: 860-581-8526
Contact Name: Pamela St. Clair
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Alfred Sisley (1839-1899): Impressionist Master at the Bruce Museum from January 21, 2017 - May 21, 2017 The Bruce Museum and the Hôtel de Caumont Centre d’Art in Aix-en-Provence,...

Cost: $7 adult, $6 student, member and under 5 free. Free to all on Tuesdays

Where:
Bruce Museum
1 Museum Drive
Greenwich, CT  06830
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Sponsor: Bruce Museum and Culturespaces
Telephone: 203-869-0376
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Clay Art Center is pleased to present REVISIT: The Boneyard Featuring works by 40 internationally acclaimed ceramic artists who have taught workshops at Clay Art Center over the last 60...

Cost: 0

Where:
Clay Art Center
40 Beech Street
Port Chester, NY  10573
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Telephone: 914-937-2047
Website »

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Explore the earliest history of Pequot Library, the opening of its doors in 1894 as a public library, "free as air to all," and the founding efforts of Virginia Marquand Monroe and Elbert...

Cost: Free

Where:
Pequot Library
720 Pequot Avenue
Southport, CT  06890
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Sponsor: Pequot Library
Telephone: 203-259-0346 ext. 15
Contact Name: Front Desk
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