Heineken’s WOBO Experiment
Most beer bottles are destined for recycling bins—or, unfortunately, the side of the road. But what if a beer bottle could serve a second purpose, like, say, helping to build a house? Back in 1963, Alfred “Freddy” Heineken had the same thought. So, with the help of architect John Habraken, he created the Heineken WOBO—a beer bottle designed to double as a brick.
The Problem: Littered Beaches and Housing Shortages
Freddy Heineken wasn’t just a businessman; he was also an observant traveler. While visiting the Caribbean island of Curaçao in 1960, he was struck by two major issues. First, discarded Heineken bottles littered the beaches due to a lack of recycling infrastructure. Second, many of the island’s residents lacked proper building materials for stable housing. Instead of just shaking his head at the problem, Heineken came up with a solution—a bottle that could be used to construct homes.
The Design: A Beer Bottle with a Brick’s Purpose
To bring his vision to life, Heineken enlisted architect John Habraken. Together, they developed the Heineken World Bottle (WOBO), which came in two sizes (350ml and 500ml) and featured interlocking grooves to allow for easy stacking. The idea was simple: Drink the beer, clean out the bottle, and use it as a building block. It was a win-win—less waste and more housing.
A 10-foot-by-10-foot house would take around 1,000 bottles to complete (and, let’s be honest, a lot of beer drinking). In 1963, Heineken produced 50,000 WOBOs and even built a prototype house near his estate in the Netherlands to demonstrate their potential.
The Hurdles: Marketing, Manufacturing, and Skepticism
Despite the innovation and good intentions, the WOBO never made it to mass production. Why? A few reasons.
- Manufacturing Costs: The WOBO had to be made with thicker glass to withstand the weight of a structure, making it more expensive than standard bottles.
- Consumer Preference: People liked the classic cylindrical beer bottle—it was easier to hold and pour from. The WOBO’s rectangular shape was practical for building but not for drinking.
- Marketing Pushback: Heineken’s own marketing team wasn’t sold on the idea, worrying that a “brick beer bottle” might damage the brand’s image.
- Legal Concerns: There was also fear that if people started using beer bottles as bricks, it could lead to liability issues if things went wrong.
The Legacy: Ahead of Its Time
Though the WOBO never became a mainstream product, its influence can still be seen in sustainable design today. A few prototype buildings made of WOBOs still exist, including a small structure at the former Heineken brewery in Amsterdam, now The Heineken Experience museum.
Meanwhile, other companies have taken the concept further. EM1UM, an Argentinian brand, successfully created interlocking bottles that were more production-friendly and won design awards for their innovative approach.
Final Thoughts
Alfred Heineken’s idea was decades ahead of its time—combining sustainability, upcycling, and practicality long before these became trendy buzzwords. While the WOBO didn’t revolutionize the beer industry, it did leave behind a legacy of creative thinking and eco-conscious design. And let’s be honest, it’s a great story to share over a cold Heineken. But who knows? Maybe someday there will be a beer bottle that could build a house.