How the beer brand is engaging the growing 60+ demographic with crowdsourcing [Partner Content]

Are you a creative, an innovator or designer? Do you love beer?

If so, Heineken is challenging you to develop ideas on how to reinvent the beer drinking experience for the 60+ drinker. The 60+ demographic is increasing and according to a report by AT Kearney, the life expectancy of people in highly developed countries are 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 crowdsourcing platform, IdeasBrewery.com, to gather ideas on how to cater for this generation of consumers.

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