Latest news with #Montmelo
Forbes
21-07-2025
- Business
- Forbes
Heineken Bets Big On Innovation With New Multimillion-Dollar R&D Hub
MONTMELO, SPAIN - MAY 14: Bottles of 'Heineken 0.0' are seen at the Heineken 0.0 grandstand, ... More celebrating the launch of the zero alcohol beer 'Heineken 0.0' during the Spanish Formula One Grand Prix at Circuit de Catalunya on May 14, 2017 in Montmelo, Spain. (Photo byfor Heineken) When Heineken officially opened a new global research and development center in South Holland last month, the occasion was so momentous for the brewer that King Willem-Alexander of the Netherlands was in attendance. The Dutch brewer spent $45 million euro ($52.3 million USD) on the R&D center located in the town of Zoeterwoude, roughly a 40 minute drive from the nation's capital of Amsterdam. It has a staff of close to 100 employees that are dedicated to brewing innovation, sensory research, packaging development and supporting the development of global brands including Heineken, Amstel and Desperados. The R&D center also sits adjacent to a Heineken brewery that the company says is the largest in Europe. 'This Center enables us to innovate faster and smarter, help us to create distinctive beers and drinks, improve our brewing processes and reduce our impact on the planet,' said Dolf van den Brink, Heineken CEO and chairman, in a statement at the time of the unveiling ceremony. Why Brewers Need To Innovate In A Complex Market Hubert Ter Braake, director of research and development at Heineken, tells me during a recent interview that the opening of the new R&D center will propel future beverage experimentation, while also sending a message to both internal and external stakeholders that the company is very seriously committed to innovation. 'It is important that people see that you put your money where your mouth is,' says Ter Braake. Heineken officially opened a new global research and development center next to the company's ... More brewery that is the largest in Europe. Placing a bigger bet on innovation comes at a challenging time for the broader alcoholic beverage industry. Adults are drinking less booze and instead favoring healthier products, a trend that's proliferated in the U.S. and other international markets including across Europe. That's led to uncertainty for the industry's largest players, as seen most recently by the abrupt departure of Diageo CEO Debra Crew, who is stepping down after two years in that role, as the world's largest spirits company can't quite get a handle on where consumers are evolving. The non-alcohol market has been particularly alluring, a portion of the business that's expected to be worth $5 billion in the U.S. by 2028, according to industry researcher IWSR. Non-alcoholic beer is forecasted to be the primary driver of that growth, due to that market being more mature than non-alcoholic spirits or wine and greater investments in new beer brands in that space. Brewer Already Scored A Hit With Non-Alcoholic Heineken 0.0 Non-alcoholic beer is a space where Heineken has already scored a big hit that predates the R&D center opening. The company's Heineken 0.0 launched in 2017 and is now the highest-selling non-alcoholic beer in the world. The brewer says it has been able to achieve a commanding lead in the market by committing 10% of all media spending on responsible consumption campaigns, which included a recent advertising spot and feature tied to the F1 film starring Brad Pitt and Damson Idris. Hubert Ter Braake is the director of research and development at Heineken. Ter Braake says that before Heineken 0.0, the non-alcoholic beers on shelves weren't of high quality and didn't taste that great. And because of those reasons, buying non-alcoholic beers wasn't considered socially acceptable. After R&D is able to craft a better tasting product, the marketers can do their job selling the brand. 'Our job is to really go one level deeper and see what are those little bit hidden needs consumers have,' says Ter Braake. From AI To Ultimate: Heineken Charts A New Course Newer innovations from Ter Braake's team includes Heineken 0.0 Ultimate, a non-alcoholic brew that also has zero calories or sugar and is currently sold in Massachusetts and New Jersey. In yet another limited pilot program in Italy, the brewer is testing out Heineken Fusion, a variation of a beer that's meant to be served as an aperitivo before starting a meal. 'We have a whole pipeline and the markets must work together to see what part of the pipeline may be more focused on that particular market,' says Ter Braake. 'It's not for nothing that we piloted Fusion in Italy or Ultimate in the U.S.; because it fits the consumers there.' With a staff of around 100 employees, Heineken's R&D center houses sensory research, labs and ... More packaging development. Heineken has also invested in artificial intelligence for brewing, with a focus on two key applications of that technology in use today. The first is social listening, which involves the use of AI algorithms to track and crunch data on which flavors are becoming more popular among consumers. Another AI tool at use at Heineken helps shorten new product development. Ter Braake adds that Heineken's innovation efforts tend to go in two distinct directions. The first is more about technology, including rethinking the use of raw materials or other methods taken during the production process which can be done more efficiently. But the second consideration set is more expansive and involves brand innovations—local projects like Fusion or Ultimate or global efforts like Heineken 0.0. In the latter case, leadership must sign on before R&D moves forward. 'We always discuss and get approval by our board, so they agree with the longer-term vision we have on what directionally the future should be for beer or for other products,' says Ter Braake.
Washington Post
01-06-2025
- Automotive
- Washington Post
Hamilton passed by Leclerc and Hulkenberg in another low point since joining Ferrari
MONTMELO, Spain — Lewis Hamilton's frustrating debut season with Ferrari hit a new low point during the Spanish Grand Prix on Sunday. A sixth-placed finish wasn't bad, even for a seven-time world champion. But Hamilton again finished behind teammate Charles Leclerc, who was third, and had to endure his team telling him to get out the way for Leclerc.
Yahoo
01-06-2025
- Automotive
- Yahoo
Hamilton passed by Leclerc and Hulkenberg in another low point since joining Ferrari
MONTMELO, Spain (AP) — Lewis Hamilton's frustrating debut season with Ferrari hit a new low point during the Spanish Grand Prix on Sunday. A sixth-placed finish wasn't bad, even for a seven-time world champion. Advertisement But Hamilton again finished behind teammate Charles Leclerc, who was third, and had to endure his team telling him to get out the way for Leclerc. Hamilton was blocking the much faster Leclerc over several early laps until the team order came over the radio. Worse was to come near the end, however, when Nico Hulkenberg overtook Hamilton in his Sauber. Hamilton said his car was unbalanced. 'I have no idea why it was so bad,' Hamilton said. 'That was the worst race I have experienced, balance-wise.' Oscar Piastri won Sunday's race. The only bright spot for Hamilton since he left Mercedes for Ferrari this season was his sprint win in China. That, however, was followed by a double disqualification for him and Leclerc in the Grand Prix the next day. His best race finish this season was fourth in Imola. ___ AP auto racing: Joseph Wilson, The Associated Press
Associated Press
01-06-2025
- Automotive
- Associated Press
Hamilton passed by Leclerc and Hulkenberg in another low point since joining Ferrari
MONTMELO, Spain (AP) — Lewis Hamilton's frustrating debut season with Ferrari hit a new low point during the Spanish Grand Prix on Sunday. A sixth-placed finish wasn't bad, even for a seven-time world champion. But Hamilton again finished behind teammate Charles Leclerc, who was third, and had to endure his team telling him to get out the way for Leclerc. Hamilton was blocking the much faster Leclerc over several early laps until the team order came over the radio. Worse was to come near the end, however, when Nico Hulkenberg overtook Hamilton in his Sauber. Hamilton said his car was unbalanced. 'I have no idea why it was so bad,' Hamilton said. 'That was the worst race I have experienced, balance-wise.' Oscar Piastri won Sunday's race. The only bright spot for Hamilton since he left Mercedes for Ferrari this season was his sprint win in China. That, however, was followed by a double disqualification for him and Leclerc in the Grand Prix the next day. His best race finish this season was fourth in Imola. ___ AP auto racing:
Washington Post
01-06-2025
- Automotive
- Washington Post
Track rage? Verstappen penalized for collision with Russell at Spanish GP
MONTMELO, Spain — Max Verstappen dealt his Formula 1 title defense a self-inflicted blow at Sunday's Spanish Grand Prix when he collided with George Russell's Mercedes, in a move which Russell later said appeared to be 'deliberate.' Verstappen had been ordered by his Red Bull team to cede position to Russell — in hopes of avoiding a minor penalty — after he had driven beyond the track limits so he could defend his position late in the race. The Dutchman slowed to let Russell pass, but as Russell did so Verstappen's car collided with the side of the Silver Arrow. Race stewards ruled that the 'collision was undoubtedly caused by the actions' of Verstappen and slapped him with a 10-second penalty. That sent him tumbling down the race standings to 10th place, after he crossed the finish line fifth. 'It felt very deliberate, to be honest,' Russell told reporters. 'It is something I have … never (seen) before in a Formula 1 race. 'It is a bit of a shame because Max is clearly one of the best in the world, but maneuvers like that are totally unnecessary and let him down. And it is shame for the kids looking up and aspiring to be Formula One drivers.' Verstappen was unrepentant. 'Next time I will bring a tissue,' Verstappen replied when told about Russell's comment on him not being a good example for aspiring drivers. The four-time defending champion wouldn't go into what he thought happened, adding that Russell 'has his view, I have my view.' Other drivers commented on the incident. Lando Norris, who finished second behind McLaren teammate Oscar Piastri, was taken back by the move when he watched it on a video monitor while cooling down. 'I've done that before ... on Mario Kart,' Norris quipped, comparing the collision to the popular video game of zany, action-packed racing. Verstappen was running third and looked to be in a strong position to at least challenge Norris for second place until Kimi Antonelli's Mercedes slid into the gravel and caused a safety car to come out. The McLarens went in quickly to get new, faster tires, but Verstappen had already made an extra pit stop and so didn't have any soft- or medium-compound tires left. So his team slapped on some hard-compound tires, which are slower and better for long runs, not the five laps remaining after the restart. Verstappen said he felt like a sitting duck and was quickly overtaken by Charles Leclerc in his Ferrari and then Russell. 'I think up until then it was looking quite good for us,' Verstappen said. 'We didn't have, of course, the pace of the McLarens, but with that three stop, it still looked quite racy out there, putting them at least a little bit on the pressure in a way that they had to push.' After taking just one point from the race, Verstappen was left 49 points adrift of Piastri in the overall standings. ___ AP auto racing:
