Heineken Italia asked Beyond The Line to develop a positioning and support strategy for the launch in Italy  of the new «Aluminum» bottle designed by Ora Ito. Beyond the Line, in partnership with the Starwood Hotels company, created the first H Club inside the Hotel Diana, inventing a kind of hub to launch the Aluminium product in the italian market, which became the trendiest place in Milan. BTL continued to be a partner of Heineken Italia for the creation of consequent visual identities linked to «Aluminum», gaining for two consecutive years the special releases related to the Jamming Festival, designing the whole visual identity, spread from the communication materials until the set of the festival.