PSFK discovers how the beer brand is engaging the growing 60+ demographic using crowdsourcing, in partnership with Ideas Brewery.

Retirees may have all the free time in the world, but entrants to the Heineken Ideas Brewery 60+ Design Challenge have just FIVE DAYS LEFT to submit their ideas to reinvent the beer-drinking experience for the 60-70 year old demographic.

The 60+ demographic is increasing and according to a report by AT Kearney, the life expectancy of people in highly developed countries is increasing by one year, every five years. This growing demographic is largely neglected by major brands and Heineken is addressing this issue head on by setting up its Ideas Brewery, to gather ideas on how to cater for this generation of consumers.

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