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Out of context: Reply #22

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    Alfred Heineken noticed that the native islanders suffered from a chronic housing shortage and a swelling tide of empty beer bottles. Returning and refilling the bottles, the usual practice in 1960, was not economical because Curacao was too far from the bottling plants back in Holland and Heineken had noticed the surplus of beer bottles when he visited the island as part of a world tour of his company’s distribution outlets. Suddenly, he realized that the beer bottle problem and the housing shortage were each other’s solution and decided to design a beer bottle that could be re-used as a housing brick.

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