The US division of Heineken has commenced a partnership with not-for-profit organisation Black Ambition to support underrepresented communities in the country. The tie-up will see Heineken USA provide funding and mentorship to Black and Latinx founders across the country, as well as sponsoring the organisation’s podcast and 'Decode the Encoded' speaker series. Further details of the scale and duration of the tie-up were not immediately available. "Understanding that financial and professional support are crucial for entrepreneurs and small businesses to succeed, we're excited to begin our work with Black Ambition to achieve our shared vision of building inclusive communities and closing the opportunity gap," said Heineken USA’s chief corporate affairs officer, Josephine Bertrams. “Employees will donate their time and skills to support emerging entrepreneurs who will go on to create a better future for all, and we're looking forward to learning from these inspiring leaders through this partnership.” Partnering with Black Ambition – founded by singer Pharrell Williams in 2020 - is one of the key platforms of Heineken USA’s community engagement strategy, according to the group. The tie-up is part of Heineken’s wider ‘Brew a Better World’ ambitions, aimed at creating a positive impact on the environment, social sustainability and promoting the responsible consumption of alcohol. The ‘2030 Brew a Better World’ scheme was announced by Heineken a year ago and includes targets to cut carbon emissions by 30% before 2030 and achieve zero waste-to-landfill before 2025. Why brand owners’ online activity needs to align with environmental credentials - Consumer Trends