"The 60+ Idea Challenge is the fourth idea contest on www.ideasbrewery.com, HEINEKEN’s open innovation platform that was launched in April 2012. The 60+ Idea Challenge consisted of two stages. In stage 1 creative minds across the globe were invited to share their ideas on how to create new drinking experiences for the 60+ generation.
In stage 2, the 6 most promising ideas were selected for further development during a unique two-day expert-led workshop in Amsterdam. Working together with HEINEKEN experts, participants were offered the opportunity to speak to innovators and interview consumers to further build on their ideas.
Tony Dianoff, from Finland, was awarded first place with Fahrenheit +60. Nathan Gabriele (USA) with the Easy Star Bottle and Charles McGregor (Australia) with the Extra Lagered Vintage concept came in at second and third place, respectively"