HCF News Q2 2025
our history, our future
April – june 2025
thought leadership & inspiration
We are the single source of HEINEKEN (hi)story telling
talks & lectures
HEINEKEN is the main sponsor of Amsterdam 750 – a celebration of a city where our story began, and where our heart still lies.
To mark this special moment, HEINEKEN has launched something unique: Heineken® Studio Mokum750, a wheat pilsner crafted by master brewer par excellence Willem van Waesberghe in close collaboration with five iconic Amsterdam bar owners. Demelza was part of the launch event in Café de Eland in Amsterdam, and was interviewed by several media outlets. One of the results was an article in Het Parool.
Celebrating Amsterdam 750 at Head Office
During the Head Office townhall in the Koelschip, a dedicated segment spotlighted the Heineken® sponsorship of Amsterdam 750. To provide historical context, Demelza shared the (hi)story of beer in Amsterdam and its deep-rooted connection with Heineken. The session concluded with a tasting of the newly launched ‘Mokum750’ beer, available to all attendees.
annual report 2024
We published our annual report 2024 on our website in May.
In recent weeks, we’ve proactively shared the report with a range of internal and external stakeholders via email. To further boost its visibility and reach, we’ve also promoted it through posts on Workvivo and LinkedIn.
HCF strategy presentation
At the Heineken Experience Q-meeting, our team presented the new HCF strategy for 2025–2027. The session offered a comprehensive reflection on past achievements, an overview of current initiatives, and introduced our new guiding motto: “For-EverGreen – Our history, our future.” We also outlined the key projects that will bring our ambitions to life over the coming strategic period.
talks & lectures
HEINEKEN is the main sponsor of Amsterdam 750 – a celebration of a city where our story began, and where our heart still lies.
To mark this special moment, HEINEKEN has launched something unique: Heineken® Studio Mokum750, a wheat pilsner crafted by master brewer par excellence Willem van Waesberghe in close collaboration with five iconic Amsterdam bar owners. Demelza was part of the launch event in Café de Eland in Amsterdam, and was interviewed by several media outlets. One of the results was an article in Het Parool.
Celebrating Amsterdam 750 at Head Office
During the Head Office townhall in the Koelschip, a dedicated segment spotlighted the Heineken® sponsorship of Amsterdam 750. To provide historical context, Demelza shared the (hi)story of beer in Amsterdam and its deep-rooted connection with Heineken. The session concluded with a tasting of the newly launched ‘Mokum750’ beer, available to all attendees.
annual report 2024
We published our annual report 2024 on our website in May.
In recent weeks, we’ve proactively shared the report with a range of internal and external stakeholders via email. To further boost its visibility and reach, we’ve also promoted it through posts on Workvivo and LinkedIn.
HCF strategy presentation
At the Heineken Experience Q-meeting, our team presented the new HCF strategy for 2025–2027. The session offered a comprehensive reflection on past achievements, an overview of current initiatives, and introduced our new guiding motto: “For-EverGreen – Our history, our future.” We also outlined the key projects that will bring our ambitions to life over the coming strategic period.
Green Giants
In April, we released a new episode in our Green Giants series, spotlighting the evolution of IT at HEINEKEN.
The full episode can be found on the HCF website.
This 👇 short video features retired Head of Corporate IT, Michiel Kamermans, who reflects on the pivotal moment laptops were first introduced at the company.
Only one final episode remains, and it will focus on the theme of People. Stay tuned for a memorable conclusion, where former Chief People Officer Chris Van Steenbergen reminds us:
“… In the end, it’s all about the people.”
The HEINEKEN Series
We’re thrilled to have Lorenzo Meloni as the photographer for the final Brew Roots shoot in Slovenia. As part of the HEINEKEN Series documentary photography project, Lorenzo beautifully captured the soul of the Union brewery in Ljubljana. His photographs are an excellent addition to our collection, bringing depth and artistry to each image. His work – renowned for its powerful storytelling – has been exhibited at prestigious festivals worldwide, including the Venice Biennale, Visa pour l’Image, and Les Rencontres d’Arles. He captured over 120 stunning images, and we are now selecting the top 25.
The image slider above ☝️ shows some of the shots taken by Lorenzo in Slovenia.
Opening R&D centre Zoeterwoude
In June, the newly constructed and much-anticipated R&D Centre in Zoeterwoude was officially inaugurated. Our team played a key role in several aspects of the event: we crafted the narrative for the video storylines, provided historical facts for the speeches of both Dolf and Mrs. De Carvalho – Heineken, curated a display of historical artefacts and footage in the entrance hall, and saw Demelza shine as the host of the opening ceremony.
The event was graced by His Majesty King Willem-Alexander and other distinguished guests. As captured in the photo, Demelza truly captivated the audience. A particularly meaningful touch was the involvement of the Stables team, symbolising the connection between HEINEKEN’s rich heritage and its forward-looking innovation.
collection management
Minimising risk, maximising potential
registration & Aquisitions
An additional 523 new records were added to our database recently. A site visit to the Brand Collection in Maastricht enabled further location registration and the documentation of approximately 50 new acquisitions, among them the largest gouache of the entire collection: 235 cms high and 506 cms wide!
Recent highlights include a set of personalised Heineken® beer mugs from the 1995 Pulle Vulle carnival event, rare coasters from the UK’s “Is this the real Heineken?” campaign, and two original Humpty Dumpty designs by Paul Davis (1976), loaned by Mrs de Carvalho-Heineken. We also welcomed the prototype of The Boring Phone, a social-media-free mobile developed with Bodega in 2024.
Loans
Loans from Beer Museum De Boom were partly converted into donations, mainly consisting of coopers’ tools and furniture. Select objects were showcased in Munich during the Forum and Champions League weekend, and others are now featured in a temporary exhibition about home draught systems at the newly opened Dr. H.P. Heineken Centre in Zoeterwoude.
PROACTIVE CONSERVATION
Technical consultations with Heijmans/IJbouw addressed climate control and leak prevention at the depot. Cleaning efforts included Freddy’s Bar showcases and mould isolation at the Brand Collection. Our silver Kaiserbecher was re-sealed to preserve its condition after showcasing it to the Paulaner leadership team.
registration & Aquisitions
An additional 523 new records were added to our database recently. A site visit to the Brand Collection in Maastricht enabled further location registration and the documentation of approximately 50 new acquisitions, among them the largest gouache of the entire collection: 235 cms high and 506 cms wide!
Recent highlights include a set of personalised Heineken® beer mugs from the 1995 Pulle Vulle carnival event, rare coasters from the UK’s “Is this the real Heineken?” campaign, and two original Humpty Dumpty designs by Paul Davis (1976), loaned by Mrs de Carvalho-Heineken. We also welcomed the prototype of The Boring Phone, a social-media-free mobile developed with Bodega in 2024.
Loans
Loans from Beer Museum De Boom were partly converted into donations, mainly consisting of coopers’ tools and furniture. Select objects were showcased in Munich during the Forum and Champions League weekend, and others are now featured in a temporary exhibition about home draught systems at the newly opened Dr. H.P. Heineken Centre in Zoeterwoude.
PROACTIVE CONSERVATION
Technical consultations with Heijmans/IJbouw addressed climate control and leak prevention at the depot. Cleaning efforts included Freddy’s Bar showcases and mould isolation at the Brand Collection. Our silver Kaiserbecher was re-sealed to preserve its condition after showcasing it to the Paulaner leadership team.
Spotlight on Teletrip
Introducing another incredible machine: the Teletrip. Media researcher Rudmer Canjels visited us to study this amazing cassette player – an audiovisual training tool from the 1980s. Our unit, possibly the only working one in the country, includes a multilingual HEINEKEN film from 1982 on energy preservation.
connected collection
Exploring the full potential of our data
image requests
We’ve recently supported a wide range of image requests that showcase the global relevance and historical richness of our collection. Highlights include:
- Visuals for the EG2030 Forum requested by Head Office
- Assets for Commerce Week from the Amstel team
- Imagery for an internal publication in Chile
- Bottle photos from the 1950s (USA) for a new commercial
- Materials for Heineken Netherlands’ 50-year brewery celebration in Zoeterwoude
- Historic images of the Rotterdam brewery for the North Sea Jazz Festival
- A request to feature one of our archival images in a publication about artificial kidneys
These collaborations reflect how our digital assets continue to inspire and support storytelling across markets and disciplines.
Digitising of analogue albums
We’re pleased to share that the long-awaited digitisation project has officially commenced with our supplier, Picturae. They are currently working on digitising the materials, and we expect to receive the completed files by mid-July.
Two posters have also been digitised for use in an upcoming Canadian Netflix series titled Viterie Joyal—a fantastic example of our collection reaching new audiences.
image requests
We’ve recently supported a wide range of image requests that showcase the global relevance and historical richness of our collection. Highlights include:
- Visuals for the EG2030 Forum requested by Head Office
- Assets for Commerce Week from the Amstel team
- Imagery for an internal publication in Chile
- Bottle photos from the 1950s (USA) for a new commercial
- Materials for Heineken Netherlands’ 50-year brewery celebration in Zoeterwoude
- Historic images of the Rotterdam brewery for the North Sea Jazz Festival
- A request to feature one of our archival images in a publication about artificial kidneys
These collaborations reflect how our digital assets continue to inspire and support storytelling across markets and disciplines.
Digitising of analogue albums
We’re pleased to share that the long-awaited digitisation project has officially commenced with our supplier, Picturae. They are currently working on digitising the materials, and we expect to receive the completed files by mid-July.
Two posters have also been digitised for use in an upcoming Canadian Netflix series titled Viterie Joyal—a fantastic example of our collection reaching new audiences.
Zoeterwoude celebrates 50 years
We’ve also digitised a selection of photographs from the Zoeterwoude brewery to mark its 50-year anniversary. More of these images are in the slider below. 👇
