Cracking the Challenge: With 100k fridges procured annually and a fleet of 1m contributing 7% to our carbon footprint, it was time to bid farewell to energy-guzzling 24/7 “permanent cooling”, where cold escapes with every door swing.

Innovation Discovery: Global scouting leads us 12,000km away to Argentina, where two students identify the need for cooling-on-demand. This sparks the development of Chill It, a prototype designed to provide instant cooling to the ideal temperature for cold drinks.

Solution Unleashed: Imagine beer cans swirling in a super-cold liquid, spinning at breakneck speed. Two groundbreaking elements include a patented Cryogenic Coolant, instantly cooling to -40°C and saving 60% energy, and an AI-Generated Algorithm optimising rotations and immersion speed to increase cooling spped and avoid spillage on opening.

Collaborative Power: Recognising Chill It’s potential, HEINEKEN teams up with incumbent supplier, largest fridge manufacturer- Imbera, accelerating R&D and serial-production for an express route-to-market in a record time of 15 months in 9 markets, with 200 units. Result? a more than 60% drop in energy consumption and 40% surge in sales.

Industry Impact: HEINEKEN leads in Coolition—a coalition of eight beverage giants and 25+ OEMs—shaping a sustainable future towards a unified “Reduce” strategy with standardized cooling norms and Chill It winning the Coolition Innovation Competition.

#CoolRevolution: Embracing a unified strategy, our industry charts a sustainable future. Should HEINEKEN transition to Chill Its, the potential 600k Tonnes CO2e saved equals €60m or 195,000 flights from Amsterdam to Buenos Aires! Brace for the cool revolution—chilling drinks on demand!