Last year, Heineken asked members of the public to help it design the nightclub of the future . Now, it's asking consumers to help it reinvent the draught beer experience.
From now until September 28th, the brand is inviting people submit their ideas for making draught beer "more special or worth talking about" via its Ideas Brewery website. Six finalists will be invited to attend a workshop in Amsterdam in November, at the end of which they will present their ideas to the Official Jury. The winner gets a $5000 cash prize with two runners-up receiving $2500.