Sony Pixel Power calrec Sony

National Geographic and Heineken Join Forces to Launch A Wild Lager Story

10/09/2018

The branded content partnership tells the unique story of scientific discovery behind the H41 Wild Lager

WASHINGTON (September 10, 2018) -Following the U.S. launch of the H41 Wild Lager, National Geographic and Heineken have introduced A Wild Lager Story, a branded content partnership created to bring the beer's unique scientific - and accidental - discovery to life.

National Geographic's long-time mission has been to awaken curiosity in audiences around the world, proving to them that the term explorer isn't limited to one meaning. With brand alignment on the importance of science and discovery, Heineken saw National Geographic as a natural fit to help share the story of H41.

To capture the footage for this branded content endeavor, National Geographic traveled with Heineken to Patagonia- the birthplace of the Wild Lager series- to retrace the footsteps of H41 alongside both Diego Libkind, PhD Biologist at IPATEC (CONICET - UNCo) in Bariloche, Argentina, who discovered the elusive Mother Yeast, and Willem van Waesberghe, Heineken's Global Master Brewer.

While in Patagonia, National Geographic film crews aimed to capture the story as told by Diego and Willem in the environment where the discovery was made. Bringing Diego and Willem back to the place where it all started, the two men tell the tale of the groundbreaking discovery of a rare form of yeast - chronicling the multi-year and largely trial-and-error brewing journey that led to H41, and explaining how it took the past, the present and the collision of two worlds to create an entirely new category of beer.

Just as we do atNational Geographic, we see that Heineken places a high value on exploration, science and storytelling, said Brendan Ripp, EVP Sales & Partnerships at National Geographic. We're thrilled that this partnership and our connection to the world's top storytellers and filmmakers has helped Heineken chronicle Dr. Libkind's discovery and the brewing trial-and-error of their new Wild Lager series.

Launched today, the A Wild Lager Story branded content partnership centers around a 3-minute mini documentary and various social, digital and linear edits that depict different parts of the story - each crafted for the platform they're running on. The mini documentary is housed on a branded article pagethat highlights the story.

Heineken is meticulous about our brewing process. We take a scientific approach to getting it just right, spending years exploring ingredients and perfecting the brewing process, said Raul Esquer, Heineken Brand Manager. In partnering with National Geographic, we saw an opportunity to pair our ability to craft beer with their ability to craft stories to not only drive consumption of H41 but ignite consumers' curiosity to learn more about Heineken's passion for brewing.

H41 Wild Lager is a limited-edition lager created by Heineken Master Brewers, made from a rare wild yeast discovered in Patagonia in 2010, and named for the coordinates at which it was discovered: 41 South and 71 West.

After discovering the yeast, we published our findings in an article in the Proceedings of National Academy of Sciences (USA), which found its way into the hands of Willem van Waesberghe at Heineken, said Libkind. He contacted me with his interest to use the yeast for brewing. The years that followed tell a story of discovery, innovation and partnership, resulting in a beer unlike any other, truly born in nature in my home of Bariloche. It's a unique story, and in all my initial conversations with Heineken, it was apparent that they wanted to keep the story as real as possible - something that was very important to me as well. I knew that Heineken was not just interested in the yeast, but in the story behind it and its Patagonian heritage. I'm thrilled that people everywhere can now experience this story in a new way with National Geographic.

With A Wild Lager Story, National Geographic captures the central role craft plays in Heineken's work, amplifies this authentic story of scientific discovery, Heineken's spirit of adventure by showcasing their desire to explore - whether through new recipes or new terrains - and H41's role in taking lager where it has never been before.

This partnership demonstrates National Geographic's ability to simultaneously support partners' advertising goals while shining light on everyday scientists and their endeavors.

# # #

National Geographic Partners LLC

National Geographic Partners LLC (NGP), a joint venture between National Geographic and 21st Century Fox, is committed to bringing the world premium science, adventure and exploration content across an unrivaled portfolio of media assets. NGP combines the global National Geographic television channels (National Geographic Channel, National Geographic WILD, National Geographic MUNDO, National Geographic PEOPLE) with National Geographic's media and consumer-oriented assets, including National Geographic magazines; National Geographic studios; related digital and social media platforms; books; maps; children's media; and ancillary activities that include travel, global experiences and events, archival sales, licensing and e-commerce businesses. Furthering knowledge and understanding of our world has been the core purpose of National Geographic for 130 years, and now we are committed to going deeper, pushing boundaries, going further for our consumers and reaching millions of people around the world in 172 countries and 43 languages every month as we do it. NGP returns 27 percent of our proceeds to the nonprofit National Geographic Society to fund work in the areas of science, exploration, conservation and education. For more information visit natgeotv.com or nationalgeographic.com, or find us on Facebook,Twitter,Instagram,YouTube,L
LINK: http://press.nationalgeographic.com/2018/09/10/national-geographic-and...
See more stories from nationalgeographic

More from National Geographic

16/01/2019

National Geographic Magazine, February 2019

CLICK HERE FOR PDF...

15/01/2019

National Geographic Offering Federal Employees Complimentary Tickets to See Free Solo in IMAX

National Geographic will offer complimentary tickets to select screenings of FRE...

11/01/2019

NATIONAL GEOGRAPHIC LAUNCHES NEW MOBILE APP IN UNITED STATES AND CANADA

New digital experience gives users 24/7 access to Nat Geo in their pockets (WASHINGTON DC - Jan. 10, 2019) - National Geographic just launched a new mobile app...

20/12/2018

What To Eat When

WHAT TO EAT WHEN A STRATEGIC PLAN TO HACK YOUR METABOLISM DRS. MIKE ROIZEN AND MICHAEL CRUPAIN TAP INTO THE LATEST RESEARCH ON OUR BIOLOGICAL CLOCK TO OPTIMIZE...

13/12/2018

National Geographic Magazine, January 2019

Click Here For PDF To access press release for The Future of Medicine, click here....

07/12/2018

National Geographic Brings Viewers on Immersive, Global Expeditions

National Geographic has partnered with YouTube to create three virtual reality series that transport audiences to the far reaches of the world WASHINGTON Dece...

06/12/2018

National Geographic Announces Winners of the 2018 National Geographic Photo Contest

WASHINGTON (Dec. 6, 2018)-Selected from nearly 10,000 entries, a photo of thousa...

27/11/2018

National Geographic Travel Reveals the Best Trips of 2019

National Geographic Traveler's Editors and Explorers Identify 28 Essential Destinations and Experiences for the Year Ahead WASHINGTON (Nov. 27, 2018) - Wit...

13/11/2018

National Geographic: Symphony for Our World 2019 North America Tour Announced

National Geographic and Jason Michael Paul Entertainment, Inc., Bring Bleeding Fingers Music and National Geographic's Vast Archives Together for a First-in...

13/11/2018

MUMFORD & SONS CONFIRM EXCLUSIVE ALBUM SCREENINGS IN PARTNERSHIP WITH NATIONAL GEOGRAPHIC

FOURTH STUDIO ALBUM DELTA OUT THIS FRIDAY, NOVEMBER 16 BAND CONFIRMS MASSIVE 63...

09/11/2018

ALL OVER THE MAP: A Cartographic Odyssey

By Betsy Mason & Greg Miller Maps are one of the best tools ever invented for illustrating and exchanging ideas. -From the Introduction by Betsy Mason and G...

19/10/2018

National Geographic Magazine, November 2018

CLICK HERE FOR PDF...

15/10/2018

National Geographic Announces Initiative to Donate 1,000 Underwater Drones to Explore the Ocean

The S.E.E. Initiative launches on Open Explorer, National Geographic's digit...

15/10/2018

NATIONAL GEOGRAPHIC PARTNERS WITH WATTPAD FOR PLANET OR PLASTIC? INITIATIVE

National Geographic Joins Wattpad to Raise Awareness of the Global Plastic Crisis, Inspire Wattpad Users to Preserve the Planet TORONTO (October 15, 2018)-Nati...

15/10/2018

National Geographic Launches 2018 Photo Contest

Entries accepted until November 15 at 12 p.m. EST WASHINGTON (Oct. 15, 2018) - National Geographic invites photographers from around the world to enter the 201...

05/10/2018

National Geographic Pairs Contemporary Photography with Historic Collection in THEN AND NOW Flash Print Sale

Signed or Officially Stamped 8 10 Prints for $100. Nine Days Only. WASHINGTON (...

27/09/2018

Parks Project Collaborates with National Geographic on Apparel and Accessories Collection Launching October 9

Parks Project has joined forces with the iconic adventure and exploration brand ...

25/09/2018

Exclusive Resorts Forms Global Partnership with National Geographic Expeditions

National Geographic to offer iconic trips for Exclusive Resorts Members September 25, 2018 - Denver, CO: Exclusive Resorts, the world's elite private vacat...

20/09/2018

NATIONAL GEOGRAPHIC TO PREMIERE ASHEVILLE BY DESIGN, THE NEXT INSTALLMENT OF NETWORK'S WEEKLY TRAVEL BLOCK

Premiering Thursday, September 20 at 6:30/5:30c, Asheville By Design, Celebrates...

18/09/2018

G Adventures and National Geographic Expeditions Add New Journeys' to South America and Europe for 2019

Small-group tours in Bolivia, Northern Peru, Portugal, Romania and Hungary are n...

10/09/2018

National Geographic and Heineken Join Forces to Launch A Wild Lager Story

The branded content partnership tells the unique story of scientific discovery behind the H41 Wild Lager WASHINGTON (September 10, 2018) -Following the U.S. la...

10/09/2018

National Geographic Magazine, October 2018

CLICK HERE FOR PDF Keywords: Brent Stirton, Charlie Hamilton James, Chris Fagan, David Littschwager, Elizabeth Kolbert, Falcons, Jellyfish, Last Tribes of the...

31/08/2018

National Geographic Set to Pull Kids into Universe of Exploration, Adventure and Science with First-Ever 360-Degree Fiction Franchise

Global Campaign for EXPLORER ACADEMY Kicks Off at National Book Festival Washin...

24/08/2018

National Geographic Takes Planet or Plastic? Initiative Back-to-School

National Geographic Kids and National Geographic Education Team Up to Offer Easy Ways to Help Families Go Single-Use-Plastic Free As They Kick Off New School Ye...

20/08/2018

Breaking News: Some Arctic Ground No Longer Freezing-Even in Winter, Spokesperson & Visuals Available

**Breaking News** Exclusive: Some Arctic Ground No Longer Freezing-Even in Win...

16/08/2018

Statement in Support of Shahidul Alam

National Geographic is deeply concerned about the health and well-being of renowned photographer, educator and humanitarian Shahidul Alam. A bright light in the...

14/08/2018

National Geographic Magazine, September 2018

Click here for PDF To access press release for The Story of a Face, click here. Keywords: Antibiotic Resistance, Antibiotics, Cleveland Clinic, David Quammen...

14/08/2018

The Story of a Face: National Geographic Unveils Youngest Full-Face Transplant Recipient in American History

With unprecedented access granted by the Cleveland Clinic, National Geographic d...

08/08/2018

LINDBLAD EXPEDITIONS EXPANDS LONG-TERM STRATEGIC PARTNERSHIP WITH NATIONAL GEOGRAPHIC PARTNERS

NEW YORK, August 7, 2018 - Lindblad Expeditions Holdings, Inc. (NASDAQ: LIND; th...

08/08/2018

National Geographic Expeditions and PONANT announce an extensive long-term cruise partnership

National Geographic and PONANT create a new strategic partnership to develop its...

25/07/2018

LINDBLAD EXPEDITIONS-NATIONAL GEOGRAPHIC ELIMINATE SINGLE-USE PLASTIC FLEETWIDE

NEW YORK, NY, July 25, 2018 Lindblad Expeditions-National Geographic announced today that they have successfully completed a comprehensive single-use plastics...

11/07/2018

National Geographic Magazine, August 2018

Click here for PDF...

06/07/2018

Media Alert: America's Oldest Dog Discovery Helps Solve Canine DNA Riddle, Spokesperson & Images Available

**Media Alert** America's Oldest Dog Discovery Helps Solve Canine DNA Riddl...

28/06/2018

NATIONAL GEOGRAPHIC ANNOUNCES 2018 TRAVEL PHOTOGRAPHER OF THE YEAR

Reiko Takahashi of Japan named contest winner with a spectacular underwater photo of a humpback whale WASHINGTON (June 28, 2018)-A photograph of a humpback wh...

28/06/2018

Breaking News: Tiny Moon Has Potential to Host Life as We Know It, Spokesperson & Visuals Available

**Breaking News** Tiny Moon Has Potential to Host Life as We Know It Spokesper...

27/06/2018

National Geographic Partners Takes Home Total of 9 Awards in Cannes Lion 2018 Wins First-Ever Gold Lion with Breaking2

Created in partnership with Nike to chronicle three runners' journey to brea...

22/06/2018

Media Alert: Koko the Gorilla, Spokesperson & Images Available

**Media Alert** Why Koko the Gorilla Mattered Featured twice on the cover of National Geographic magazine, Koko led to major revelations about animal empathy ...

21/06/2018

Media Alert: Why This Year's Summer Solstice Is Longest Ever, Spokesperson Available

**Media Alert** This Summer Solstice, Earth's Days Are Longer Than Ever Ea...

20/06/2018

Media Alert: Explaining the U.S. Space Force, Spokesperson Available

**Media Alert** Would a U.S. Space Force Be Legal? Get the Facts. With the president calling for a new military branch this week, get the pros and cons of th...

18/06/2018

National Geographic Magazine, July 2018

Click here for PDF Keywords: Anand Varma, Andrew Revkin, Andy Revkin, bats, Carnivorous Bats, Christine Brennan, Climate Change, Diversity in America, Hector...

18/05/2018

National Geographic Traveler Cover to Feature Top Photo from Your Shot Photo Assignment

The June/July National Geographic Traveler cover image was taken by a photograph...

16/05/2018

National Geographic Magazine, June 2018

CLICK HERE FOR PDF...

16/05/2018

Planet or Plastic? Media Toolkit

CLICK HERE FOR MEDIA TOOLKIT...

11/05/2018

National Geographic and Wall Street Journal Enter Multi-Platform Collaboration

Includes production of Far & Away , a high-end business travel magazine with supporting digital and social content WASHINGTON (May 9, 2018)-National Geographi...

06/05/2018

Breaking News: Mystery Behind Tut's Tomb Revealed, Spokesperson & Visuals Available

**Breaking News** It's Official: Tut's Tomb Has No Hidden Chambers Afte...

01/05/2018

Media Alert: National Geographic Launches Domesticated, A New Online Hub Dedicated to Pets

**Media Alert** National Geographic Launches Domesticated, A New Online Hub D...

26/04/2018

Exclusive: What May be World's Largest Ancient Mass Child Sacrifice Discovered in Peru

**National Geographic Exclusive News** What May be World's Largest Ancient ...