- Since the first beer consignment was delivered to the United States upon the repeal of Prohibition in 1933, [Heineken] has been a top seller in the United States. The distinctive, bright green of a Heineken beer bottle can be found in more than 70 countries today. The founder’s grandson, Alfred Heineken...better known as “Freddy,”oversaw the design of the classic red-starred label released in 1964. He had a good eye for marketing and design.”Had I not been a beer brewer I would have become an advertising man,” he once said.
- In 1960, Freddy took a trip to the island of Curacao in the Caribbean Sea and discovered that he could barely walk 15 feet on the beach without stepping on a littered Heineken bottle. He was alarmed by two things: First, the incredible amount of waste that his product was creating due to the region’s lack of infrastructure to collect the bottles for reuse. (Back then, bottles were commonly returned for refilling, lasting about 30 trips back and forth to the breweries). Second, the dearth of proper building materials available to those living in the impoverished communities he visited. So he thought up an idea that might solve both of these problems: A brick that holds beer.
- The rectangular, Heineken World Bottle or WOBO, designed with the help of architect John Habraken, would serve as a drinking vessel as well as a brick once the contents were consumed. The long side of the bottle would have interlocking grooved surfaces so that the glass bricks, once laid on their side, could be stacked easily with mortar or cement. A 10-foot-by-10-foot shack would take approximately 1,000 bottles (and a lot of beer consumption) to build.
Read the full story (in Smithsonian Magazine) about this clever idea that never made it to market.
