"In the 1960s, Heineken proposed a novel idea: rectangular “World” beer bottles that could double as bricks for affordable housing. And it’s not nearly as crazy as it sounds."
It turns out that then CEO Freddy Heineken was disturbed by the amount of trash he saw while on vacation in Curaçao including his own bottles. He was also bothered by the lack of housing. His solution? Make the bottle shaped so that it could be reused as a brick when it's finished. Had the program taken off, Freddy might have been a visionary in the world of recycling. Lot's more info on the Heiney bricks here.
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