HCF News Q1 2026
our history, our future
january – march 2026
thought leadership & inspiration
We are the single source of HEINEKEN (hi)story telling
team day & q1 meeting
In March, the team combined its Q1 meeting with a visit to the Nolet Distillery in Schiedam. As part of the Vereniging Bedrijf en Historie (VBH – a Dutch association focused on corporate history), Nolet offered an opportunity to exchange experiences on managing industrial and corporate collections. The visit included a guided tour and discussions on collection management practices, providing useful points of comparison and reflection for ongoing HCF projects.
talks & lectures
During the Vereniging Bedrijf & Historie (VBH) members’ day at Euronext Amsterdam, we took part in a programme highlighting the value of corporate heritage in a contemporary business context. The event included a moment in which representatives of AEX‑listed member companies opened the trade, underscoring the connection between history, corporate identity and the financial world. For the HCF, the day offered visibility and valuable opportunities to connect with peers across the heritage and corporate community.
We were invited to present during the Global Legal Affairs team’s Debate & Drinks session, outlining the Foundation’s role within The HEINEKEN Company. The presentation positioned the Collection as a corporate asset and addressed the legal and governance considerations involved in managing heritage, including ownership, access, intellectual property and responsible reuse. It reinforced the importance of close collaboration between HCF and Legal Affairs when working with HEINEKEN’s historical assets.
Podcast contribution
The HCF contributed to the (Dutch) podcast De Magnaat, a series by journalist Mark Koster exploring lesser‑known chapters from Freddy Heineken’s life and leadership. The contribution focused on providing historically grounded context from the Heineken Collection, supporting accuracy across episodes covering topics such as Freddy’s family background, the post‑war years, international expansion, and the 1968 Amstel takeover. Through verified archival insights, our team helped strengthen the narrative and offered listeners a more nuanced picture of Freddy Heineken as both a business leader and an individual.
M&A inspiration session
As part of preparations for the merger of FIFCO with HEINEKEN and the launch of HEINEKEN Costa Rica, the Global Reporting and Accounting team visited us for an inspiration session. This session framed this most recent merger within HEINEKEN’s longer history of mergers and acquisitions, drawing on comparable moments from the past. This provided historical context for the transition and its place within the company’s wider development.
During a stand‑up session with HEINEKEN Netherlands Commerce, our team presented a brief introduction outlining how heritage and strategic storytelling can support Retail in customer conversations, acquisition and relationship building. The session showed how curated stories, digital platforms and tailored insights from the Collection can strengthen commercial pitches with credible context and brand depth. Retail teams were encouraged to use the Collection as a practical partner in commercial preparation and key‑account engagement.
team day & q1 meeting
In March, the team combined its Q1 meeting with a visit to the Nolet Distillery in Schiedam. As part of the Vereniging Bedrijf en Historie (VBH – a Dutch association focused on corporate history), Nolet offered an opportunity to exchange experiences on managing industrial and corporate collections. The visit included a guided tour and discussions on collection management practices, providing useful points of comparison and reflection for ongoing HCF projects.
talks & lectures
During the Vereniging Bedrijf & Historie (VBH) members’ day at Euronext Amsterdam, we took part in a programme highlighting the value of corporate heritage in a contemporary business context. The event included a moment in which representatives of AEX‑listed member companies opened the trade, underscoring the connection between history, corporate identity and the financial world. For the HCF, the day offered visibility and valuable opportunities to connect with peers across the heritage and corporate community.
We were invited to present during the Global Legal Affairs team’s Debate & Drinks session, outlining the Foundation’s role within The HEINEKEN Company. The presentation positioned the Collection as a corporate asset and addressed the legal and governance considerations involved in managing heritage, including ownership, access, intellectual property and responsible reuse. It reinforced the importance of close collaboration between HCF and Legal Affairs when working with HEINEKEN’s historical assets.
Podcast contribution
The HCF contributed to the (Dutch) podcast De Magnaat, a series by journalist Mark Koster exploring lesser‑known chapters from Freddy Heineken’s life and leadership. The contribution focused on providing historically grounded context from the Heineken Collection, supporting accuracy across episodes covering topics such as Freddy’s family background, the post‑war years, international expansion, and the 1968 Amstel takeover. Through verified archival insights, our team helped strengthen the narrative and offered listeners a more nuanced picture of Freddy Heineken as both a business leader and an individual.
M&A inspiration session
As part of preparations for the merger of FIFCO with HEINEKEN and the launch of HEINEKEN Costa Rica, the Global Reporting and Accounting team visited us for an inspiration session. This session framed this most recent merger within HEINEKEN’s longer history of mergers and acquisitions, drawing on comparable moments from the past. This provided historical context for the transition and its place within the company’s wider development.
During a stand‑up session with HEINEKEN Netherlands Commerce, our team presented a brief introduction outlining how heritage and strategic storytelling can support Retail in customer conversations, acquisition and relationship building. The session showed how curated stories, digital platforms and tailored insights from the Collection can strengthen commercial pitches with credible context and brand depth. Retail teams were encouraged to use the Collection as a practical partner in commercial preparation and key‑account engagement.
agency visits
Our team hosted a visit from Random Studio, the creative agency working on the redesign of the Quality from the Start area within the Heineken Experience tour. During the visit, the studio explored key themes such as master brewers, ingredients, A‑Yeast and the historic laboratory, using the Collection as a source of inspiration for concept development.
Our team also hosted a visit from The Otherly, as part of their work on the Product Truth strategic workstream for HEINEKEN. The session introduced key parts of the Collection and provided historical context, product insights and authentic brand stories to support their discovery phase.
virtual depot tour
In the run‑up to the For‑EverGreen Day Awards, we hosted a 30‑minute virtual tour of the Collection depot. Viewers were given a sneak peek behind the scenes, with a curated selection of objects that show how HEINEKEN has always been ‘world’s pioneering beer company.’
We highlighted objects from both the distant and the more recent past. Each item illustrated a specific milestone, showing not only what we collect, but why documenting key moments matters. The session also demonstrated the breadth of the Collection, from very different object types to very different stories.
The tour attracted 81 unique viewers, generated 25 reactions, and sparked several questions in the chat, which we were able to answer live during the session. A great format to engage colleagues, share expertise, and one that’s certainly worth repeating.
For‑EverGreen Day Awards
On 13 February, we marked the first For‑EverGreen Day Awards with an awards ceremony on Workvivo, presented as a live moment for HEINEKEN colleagues across the organisation. Winners were announced per category, with three shortlisted entries highlighted in each to reflect both the quality and the spread of submissions. Category winners shared a short video response, complementing the announcements with first‑hand reflections. The category winners were shared on Workvivo following the ceremony.
The first edition generated strong engagement, with 125 submissions in total. Entries were distributed fairly evenly across all categories and across the four regions, indicating broad participation and reach.
Engagement carried through to the Workvivo broadcast. More than 900 colleagues viewed the programme, with more than 600 watching simultaneously at peak moments. Viewers stayed engaged for an average of 17 minutes of the 33‑minute programme, with active participation via chat and reactions throughout.
The winning objects and their stories are now being developed into Stars of the Collection by Marie Baarspul, our historical copywriter, ensuring they are documented and shared with lasting context.
Overall, this first edition established a solid starting point, with clear potential to further increase both the number and the quality of submissions in future editions.
no women, no beer
We launched the No Women, No Beer video series on Workvivo and LinkedIn, bringing stories of women in beer history to both internal and external audiences.
The three-part series, developed by Eightynine in close collaboration with the Heineken Collection, was created as part of a joint research project between the Collection team and Charlotte Grotenhuis from the Social Responsibility and Human Rights team, with Charlotte driving the successful launch around International Women’s Day in March.
The 2025 HCF Annual Report was published at the end of March. It reflects a year of sharper focus, with clearer ways of working and a more deliberate use of heritage to support understanding of HEINEKEN’s history, values and business today.
The report offers insight into how the Heineken Collection operates and how its work supports HEINEKEN – from preservation and access to collaboration and storytelling.
collection management
Minimising risk, maximising potential
registration
The first quarter was shaped by practical collection work and registration. While access to the office was temporarily restricted due to building works, this period was deliberately used to accelerate the transition to TMS Collections. A substantial part of the work focused on processing material returned from the Archive Revive project. Around 50 boxes were sorted, including books, photo albums and other non‑paper media that had fallen outside the original project scope. These materials were assessed, registered or placed in appropriate storage. In parallel, 70 new records were added to the database, and a deaccessioning project was launched to remove duplicates such as large series of identical LPs and sheet music, creating much‑needed space in the depot.
Aquisitions & donations
The collection continued to grow through a combination of acquisitions and donations, while also gaining international visibility. A key moment this quarter was the formal inclusion of two WOBO objects in the collection of the Museum of Modern Art in New York, following a direct request from the museum. At the same time, new objects were received through private donations, including bottles and other Heineken‑related items collected over the course of long professional careers. These additions further strengthened the historical breadth of the collection.
Depot, housing & logistics
Attention was also given to the physical future of the collection. A visit to the new European Conservation Center (ECC) depot in Alphen aan den Rijn provided insight into the facilities that will eventually house collection material currently stored externally. This visit formed part of broader preparations for future relocations. In addition, storage conditions and object presentation at other depot locations were reviewed, supporting ongoing work around accessibility, logistics and long‑term planning.
Preventive conservation & safety
Safeguarding the collection remained a continuous focus throughout the quarter. Conservation work included the removal and galvanisation of rusted exhibition components, which were reinstalled after treatment. Preventive measures were also taken during façade restoration works at storage locations, with shelving adapted to reduce the risk of objects shifting due to vibrations. Objects showing possible woodworm infestation were transported for specialist treatment. Following a temporary failure of climate installations in cold storage, which led to elevated temperature and humidity levels, preparations were made for the full replacement of climate systems in key collection areas later this year.
Collection Emergency Response (CER)
Work on Collection Emergency Response continued alongside efforts to improve external coordination. The Amsterdam Fire Brigade visited both the Heineken Experience and Collection spaces to familiarise themselves with the building layout and the presence of collection material. These visits supported better preparedness in the event of an emergency. Internally, a quarterly emergency response meeting focused on protecting objects during large‑scale events, particularly where temporary installations are involved. In addition, a new Collection Emergency Response video was filmed to support training and awareness among Experience staff.
Archive Revive
In Q1, the Archive Revive project was formally completed. All archives within scope were securely transferred to external storage, marking an important step in safeguarding legacy material. The final phase required careful prioritisation due to budget constraints affecting follow‑up activities. At the same time, work continued on developing a governance structure with Facilities to clarify future access and responsibilities. A wrap‑up document is currently being finalised, outlining delivered results as well as remaining open points.
registration
The first quarter was shaped by practical collection work and registration. While access to the office was temporarily restricted due to building works, this period was deliberately used to accelerate the transition to TMS Collections. A substantial part of the work focused on processing material returned from the Archive Revive project. Around 50 boxes were sorted, including books, photo albums and other non‑paper media that had fallen outside the original project scope. These materials were assessed, registered or placed in appropriate storage. In parallel, 70 new records were added to the database, and a deaccessioning project was launched to remove duplicates such as large series of identical LPs and sheet music, creating much‑needed space in the depot.
Aquisitions & donations
The collection continued to grow through a combination of acquisitions and donations, while also gaining international visibility. A key moment this quarter was the formal inclusion of two WOBO objects in the collection of the Museum of Modern Art in New York, following a direct request from the museum. At the same time, new objects were received through private donations, including bottles and other Heineken‑related items collected over the course of long professional careers. These additions further strengthened the historical breadth of the collection.
Depot, housing & logistics
Attention was also given to the physical future of the collection. A visit to the new European Conservation Center (ECC) depot in Alphen aan den Rijn provided insight into the facilities that will eventually house collection material currently stored externally. This visit formed part of broader preparations for future relocations. In addition, storage conditions and object presentation at other depot locations were reviewed, supporting ongoing work around accessibility, logistics and long‑term planning.
Preventive conservation & safety
Safeguarding the collection remained a continuous focus throughout the quarter. Conservation work included the removal and galvanisation of rusted exhibition components, which were reinstalled after treatment. Preventive measures were also taken during façade restoration works at storage locations, with shelving adapted to reduce the risk of objects shifting due to vibrations. Objects showing possible woodworm infestation were transported for specialist treatment. Following a temporary failure of climate installations in cold storage, which led to elevated temperature and humidity levels, preparations were made for the full replacement of climate systems in key collection areas later this year.
Collection Emergency Response (CER)
Work on Collection Emergency Response continued alongside efforts to improve external coordination. The Amsterdam Fire Brigade visited both the Heineken Experience and Collection spaces to familiarise themselves with the building layout and the presence of collection material. These visits supported better preparedness in the event of an emergency. Internally, a quarterly emergency response meeting focused on protecting objects during large‑scale events, particularly where temporary installations are involved. In addition, a new Collection Emergency Response video was filmed to support training and awareness among Experience staff.
Archive Revive
In Q1, the Archive Revive project was formally completed. All archives within scope were securely transferred to external storage, marking an important step in safeguarding legacy material. The final phase required careful prioritisation due to budget constraints affecting follow‑up activities. At the same time, work continued on developing a governance structure with Facilities to clarify future access and responsibilities. A wrap‑up document is currently being finalised, outlining delivered results as well as remaining open points.
AV updates
Audiovisual heritage remained an active area of work. Eleven new AV titles were added to the collection, with an additional thirty copies registered in TMS.
Alongside this registration work, a video was produced focusing on the 2025 U‑matic digitisation project. This video documents the process and scale of the work and was prepared for use in the Annual Report.
connected collection
Exploring the full potential of our data
image requests
The Collection supported internal and corporate communications through curated historical imagery used in presentations and narrative building. This included archival visuals supplied for HEINEKEN Netherlands Corporate Affairs, reinforcing executive‑level storytelling, as well as historical material explored for Global Corporate Affairs in support of the global Credentials campaign (shown in the image slider below).
Historical material was embedded within physical brand environments to translate heritage into tangible experiences. Examples include imagery delivered for hospitality settings for HEINEKEN Netherlands Commerce (the Amstel & Birra Moretti brand teams), and large‑scale historical visuals (included in the image slider below) printed on scaffolding at the Heineken Experience during façade renovations, turning a construction phase into a storytelling moment.
Heritage imagery was also applied to strengthen cultural and community‑related environments. For HEINEKEN Netherlands Commerce, a compact selection of historical visuals was curated for a supporters’ home, reinforcing the connection between sport, brand heritage and shared identity.
The Collection enabled efficient commercial support through the delivery of ready‑to‑use digital heritage assets. This included supplying digital label files in EPS/AI format for HEINEKEN Netherlands Commerce, ensuring fast deployment while maintaining brand accuracy and consistency.
And finally, selected historic engravings and drawings of the Heineken® brewery were sourced to mark the departure of Ronald den Elzen (ET member), connecting an individual milestone to shared company history.
image requests
The Collection supported internal and corporate communications through curated historical imagery used in presentations and narrative building. This included archival visuals supplied for HEINEKEN Netherlands Corporate Affairs, reinforcing executive‑level storytelling, as well as historical material explored for Global Corporate Affairs in support of the global Credentials campaign (shown in the image slider below).
Historical material was embedded within physical brand environments to translate heritage into tangible experiences. Examples include imagery delivered for hospitality settings for HEINEKEN Netherlands Commerce (the Amstel & Birra Moretti brand teams), and large‑scale historical visuals (included in the image slider below) printed on scaffolding at the Heineken Experience during façade renovations, turning a construction phase into a storytelling moment.
Heritage imagery was also applied to strengthen cultural and community‑related environments. For HEINEKEN Netherlands Commerce, a compact selection of historical visuals was curated for a supporters’ home, reinforcing the connection between sport, brand heritage and shared identity.
The Collection enabled efficient commercial support through the delivery of ready‑to‑use digital heritage assets. This included supplying digital label files in EPS/AI format for HEINEKEN Netherlands Commerce, ensuring fast deployment while maintaining brand accuracy and consistency.
And finally, selected historic engravings and drawings of the Heineken® brewery were sourced to mark the departure of Ronald den Elzen (ET member), connecting an individual milestone to shared company history.
