Hidde Reinhard works as Brand Ambassador Events for the brands Heineken, Desperados, Brand and Lagunitas. In practice this means creating and implementing innovative (custom) brand activations at festivals in The Netherlands. Since this year Hidde has been involved in developing and implementing Heineken’s sustainability strategy at festivals. Heineken strives for circularity, for instance with the use of plastic cups at festivals.
October 2018, Heineken was one of the key players to initiate Plastic Promise, an initiative started by the event industry and an initiative of Green Events Netherlands and the Green Deal ‘Waste-free Festivals’, supported by the Ministry of Infrastructure & Water Management. Its mission is to use plastic in a more responsible way at festivals and events by reducing, recycling, reusing and agreeing on a circular plan within the whole chain.