In response to the need to reframe urban spaces and contribute to the development of increasingly sustainable cities, Heineken created Green Your City in 2021, its platform featuring a series of initiatives focused on culture and sustainability, designed to guide all brand actions in line with its sustainability goals. Some of these initiatives have already been implemented throughout this journey, including glass circularity, reusable cups at festivals, the implementation of urban microforests, and the supply of renewable energy to homes, restaurants, and brand activations.

In partnership with government bodies and private initiatives, Heineken® became one of the sponsors of Parque Bruno Covas in São Paulo in 2021. In addition to a calendar of events and activations—now aligned with the objective of re-signifying urban spaces—the focus turned to the Pinheiros River. The brand innovated with the Heineken Floating Bar,a non-profit intervention that invited people to rethink the importance of reclaiming urban spaces to transform the cities we live in and, above all, to bring the Pinheiros River back into the center of public conversation.