Nowadays the beers companies struggle to produce the most modern bottle, the most amazing, or even the most different one. All for market reasons. But in the 60s, Alfred Heineken – CEO of Heineken beer company, at that moment – had the great idea of creating a bottle which could be reused in civil construction. According to popular saying, Freddy, as he was also known, got chocked with the poverty of the Curacao inhabitants, old Netherland colony in Caribe. The amount of glass bottles dumped on the island beaches draw his attention as well.
He hired the renowned Dutch architect, John Habraken to design a bottle that could be used like a brick. With a totally renewed, Habraken designed the bottles with the bottom indented so that the neck of another bottle could be embedded in it. The bottles could be piled up as bricks, and with the addiction of some mortar, it was possible to build a house easily.
It was necessary three years by the launching of the bottles in 1963, they were called WOBO – World Bottles.
In the same year, it was produced about 100,000 Bottles. What would be enough to build 10 small houses). The idea, however, did not work, but the experience’s photos are displayed in the Heineken factory in the Netherlands. Freddy, died in 2002 and is now revered as a visionary the way ahead of his time by environmental advocates.