HCF News Q3 2025
our history, our future
July – september 2025
thought leadership & inspiration
We are the single source of HEINEKEN (hi)story telling
talks & lectures
This summer, our depot welcomed a range of visitors – from key partners to cultural stakeholders. These moments weren’t just about hospitality; they were opportunities to strengthen relationships, share our heritage, and deepen connections that matter for the future.
Onboarding new staff
In July, we welcomed new colleagues from the Heineken Experience and the Amstel brand team as part of their onboarding. They toured our depot and the exhibition in the Heritage Quarter, gaining insight into how our collection supports brand storytelling, and deepening their understanding of Heineken®’s legacy.
Heineken® x Ajax
Also in July, our team contributed to a video celebrating Heineken® becoming an official Ajax supplier. The video featured Heineken-related objects—bottles, glasses, cans—from different eras, highlighting the long-standing connection between iconic football moments and the joy of togetherness, with Heineken® as the common thread.
Heineken® x HAL
Our team recently took part in filming a documentary on the history of the Holland Amerika Lijn (HAL), contributing insights into the story behind the first imported beer in the US after Prohibition ended in 1933. The documentary is expected to air on television at the end of this year or early next, with plans for a screening at the International Film Festival Rotterdam (IFFR) in 2026.
A diplomatic visit
After meeting with HEINEKEN CEO DOlf van den Brink, the Ambassador of India visited the collection to learn more about the historic ties between HEINEKEN and India.
Art meets heritage
The Warmoesstraat Biennale 2026 committee joined us for a session on HEINEKEN’s long-standing relationship with art – spanning marketing campaigns and initiatives like the Heineken Gallery that celebrate art for art’s sake. This session was intended to strenghthen the relationship with Heineken Netherlands and the committee.
SAIL
Every five years, Amsterdam becomes a hub of maritime celebration during SAIL, drawing vessels and visitors from around the world. HEINEKEN, which first set sail in 1873, has been part of the event since its start in 1975. To mark this enduring partnership, Heineken Netherlands asked us to help shape the story for the press, resulting in a press release, Q&A, and media coverage in De Telegraaf. Demelza also spoke at the SAIL-in parade, sharing HEINEKEN’s connection to the event. The Bierboeier, our floating beer barrel, joined the festivities during both the SAIL-in and the Pieremachochel Tocht.
Amsterdam 750
Following the successful launch of Mokum 750 beer in April, we celebrated Amsterdam’s 750th anniversary with a series of events. Our contributions culminated in the publication of a story on the ‘750 Amsterdamse Verhalen‘ website.
Agency visit
Senior Brand Design manager for the Heineken® brand Jason Rosenberg visited the collection with a creative agency. They explored label- and packaging design as part of a strategic repositioning of the Heineken brand.
talks & lectures
This summer, our depot welcomed a range of visitors – from key partners to cultural stakeholders. These moments weren’t just about hospitality; they were opportunities to strengthen relationships, share our heritage, and deepen connections that matter for the future.
Onboarding new staff
In July, we welcomed new colleagues from the Heineken Experience and the Amstel brand team as part of their onboarding. They toured our depot and the exhibition in the Heritage Quarter, gaining insight into how our collection supports brand storytelling, and deepening their understanding of Heineken®’s legacy.
Heineken® x Ajax
Also in July, our team contributed to a video celebrating Heineken® becoming an official Ajax supplier. The video featured Heineken-related objects—bottles, glasses, cans—from different eras, highlighting the long-standing connection between iconic football moments and the joy of togetherness, with Heineken® as the common thread.
Heineken® x HAL
Our team recently took part in filming a documentary on the history of the Holland Amerika Lijn (HAL), contributing insights into the story behind the first imported beer in the US after Prohibition ended in 1933. The documentary is expected to air on television at the end of this year or early next, with plans for a screening at the International Film Festival Rotterdam (IFFR) in 2026.
A diplomatic visit
After meeting with HEINEKEN CEO DOlf van den Brink, the Ambassador of India visited the collection to learn more about the historic ties between HEINEKEN and India.
Art meets heritage
The Warmoesstraat Biennale 2026 committee joined us for a session on HEINEKEN’s long-standing relationship with art – spanning marketing campaigns and initiatives like the Heineken Gallery that celebrate art for art’s sake. This session was intended to strenghthen the relationship with Heineken Netherlands and the committee.
SAIL
Every five years, Amsterdam becomes a hub of maritime celebration during SAIL, drawing vessels and visitors from around the world. HEINEKEN, which first set sail in 1873, has been part of the event since its start in 1975. To mark this enduring partnership, Heineken Netherlands asked us to help shape the story for the press, resulting in a press release, Q&A, and media coverage in De Telegraaf. Demelza also spoke at the SAIL-in parade, sharing HEINEKEN’s connection to the event. The Bierboeier, our floating beer barrel, joined the festivities during both the SAIL-in and the Pieremachochel Tocht.
Amsterdam 750
Following the successful launch of Mokum 750 beer in April, we celebrated Amsterdam’s 750th anniversary with a series of events. Our contributions culminated in the publication of a story on the ‘750 Amsterdamse Verhalen‘ website.
Agency visit
Senior Brand Design manager for the Heineken® brand Jason Rosenberg visited the collection with a creative agency. They explored label- and packaging design as part of a strategic repositioning of the Heineken brand.
Vintage bottle campaign
Heineken Netherlands launched a limited edition of Heineken® in retro packaging last August, featuring a brown bottle with a vintage label inspired by Heineken’s® rich heritage. This unique packaging, available in six-packs and a special wooden crate pays homage to the refreshing taste of Heineken® that has been enjoyed by the Dutch for generations. To promote this nostalgic packaging, Heineken Netherlands and Heineken Collection created a special campaign that celebrated shared moments throughout history: ‘Herinneringen in Beeld’. Consumers were invited to submit their favourite memories or family stories involving Heineken®, and over 500 entries were received. The best submissions were added to the Heineken Collection and are both featured on the Heineken Collection website and in an online Heineken® campaign. Together, they provide a wonderful snapshot of togetherness in the Netherlands.
To generate some online attention for this campaign, Heineken Netherlands enlisted the help of influencer and content creator Quinty Miesidjan. Quinty was invited to the Heineken Collection, where she created a nice video that was shared on social media. Check it out below. 👇🏼
“We have an extensive collection of Heineken® advertisements in our Collection. But we have relatively few images of how our brand comes to life in people’s everyday lives. Beer lovers from across the country have now shared their favourite memories with us. It’s precisely these stories that bring our history to life. As part of the Heineken Collection, they now have a permanent place in the brand’s history.”
Demelza van der Maas – Chief (Hi)storyteller of Heineken
introducing: For-EverGreen Day
For-EverGreen Day is our new annual event, designed to enrich the Heineken Collection with relevant, contemporary objects – digital or physical – from across the HEINEKEN world. We’re looking for artefacts that show how teams everywhere are pioneering progress on the three EverGreen 2030 priorities: Growth, Future Fit, and Productivity. By inviting OpCos to submit artefacts that reflect ‘pioneering’, we ensure our collection can tell the stories behind key priorities and developments, now and in the future.
A jury will select the winning entries, to be announced on 15 February – the anniversary of Gerard Adriaan’s first brewery. These winning artefacts will become part of the Heineken Collection, preserving our legacy and recognising the achievements of today’s teams.
We’re currently finalising the action plan, submission categories, and ambassador toolkit. More details and submission guidelines coming soon.
Want to be part of history? Keep your eyes peeled and who knows.. your entry might become part of the Heineken Collection!
Spotlight on quality
In August, we hosted a group of influencers from Mexico, invited by Heineken Mexico. A curated selection from the Heineken Collection was presented, highlighting the brand’s commitment to quality and innovation—from Gerard Adriaan’s early brewing investments to the global consistency of A-yeast. The session also touched on sustainability efforts in Mexico and the legacy of Cuauhtémoc Moctezuma Brewery.A strong moment for showcasing our credentials.
EB Meeting
The recent meeting with the Executive Board was a great success. We presented our new strategy and discussed the progress of the archiving project. They complimented us on the strength and clarity of our strategy and saw compelling opportunities to align our narrative with the Evergreen 2030 agenda. They also expressed satisfaction with the progress of Archive Revive, noting that it is both on schedule and within budget. Importantly, they emphasised the necessity of completing the project, including processing the newly discovered 1.5 km of archives. Lastly, they agreed to support funding the consolidation of our collections from multiple external depots into a single, unified location.
Global People Conference
In September, Demelza was invited to speak at the Global People Conference at H’Art Museum in Amsterdam. She opened the conference with a 20 minute talk that covered the evolution of the people function within HEINEKEN.
Spotlight on quality
In August, we hosted a group of influencers from Mexico, invited by Heineken Mexico. A curated selection from the Heineken Collection was presented, highlighting the brand’s commitment to quality and innovation—from Gerard Adriaan’s early brewing investments to the global consistency of A-yeast. The session also touched on sustainability efforts in Mexico and the legacy of Cuauhtémoc Moctezuma Brewery.A strong moment for showcasing our credentials.
EB Meeting
The recent meeting with the Executive Board was a great success. We presented our new strategy and discussed the progress of the archiving project. They complimented us on the strength and clarity of our strategy and saw compelling opportunities to align our narrative with the Evergreen 2030 agenda. They also expressed satisfaction with the progress of Archive Revive, noting that it is both on schedule and within budget. Importantly, they emphasised the necessity of completing the project, including processing the newly discovered 1.5 km of archives. Lastly, they agreed to support funding the consolidation of our collections from multiple external depots into a single, unified location.
Global People Conference
In September, Demelza was invited to speak at the Global People Conference at H’Art Museum in Amsterdam. She opened the conference with a 20 minute talk that covered the evolution of the people function within HEINEKEN.
Green Giants
The final episode of the Green Giants series, featuring Chris Van Steenbergen and Kelsey Sibley, went live in July. They share candid insights on legacy, leadership and learning—covering everything from the introduction of the HEINEKEN Behaviours to HR’s digital transformation.
A wrap reel is in production and will be shared internally and externally soon.
All episodes are also available on the Heineken Collection website and on HEINEKEN’s Tapped In podcast, hosted by Demelza—ideal for revisiting a favourite or catching up on the go.
Listen now on Spotify or your preferred podcast platform.
👇 Click the button below to watch a short edit in which Kelsey talks about a courageous moment in her career.
Welcoming Makro’s leadership
We hosted the Makro management team at our depot to mark the renewal of their contract.
Research
We explored the history of the building that now houses Het Lagerhuys (Rokin 84) and its connection to G. A. Heineken. Fun fact: it was once known as Restaurant Riche.
Welcoming Makro’s leadership
We hosted the Makro management team at our depot to mark the renewal of their contract.
Research
We explored the history of the building that now houses Het Lagerhuys (Rokin 84) and its connection to G. A. Heineken. Fun fact: it was once known as Restaurant Riche.
Heineken® timelines
We’ve taken another step towards standardised storytelling by developing detailed timelines for Heineken® bottles, crates, and home draft systems. These visual histories showcase the evolution of our packaging and home draft innovations, from the earliest Thermo-ton in 1937 to the latest Blade system in 2024.
This work directly supports our strategic goal to unify and elevate how we share the Heineken® story across all channels. These timelines will be made available through a SharePoint hub very soon.
Collection items feature on the Heineken Experience Instagram
The Heineken Experience Instagram showcased a selection of Collection objects.
collection management
Minimising risk, maximising potential
AV updates
Work resumed at Beeld & Geluid in Hilversum on the film collection. Metal film cans contain commercials for sodas and liquor, brands no longer in Heineken®s portfolio. Beeld & Geluid has been asked if they wish to acquire them.
Recently digitised tapes are being processed and catalogued. Some films have already been used in presentations for the upcoming Heineken Experience’s 25th anniversary in 2026, HEINEKEN’s legal department, and Heineken Netherlands Commerce.
Efforts are underway to share more of the AV collection with different groups, including retired HEINEKEN colleagues via their newsletter and our Workvivo channel.
👇🏼Take a look at the below video from our vaults; an old Heineken Experience promo video.
preventive conservation
Zoeterwoude wall carpet
A 1970s wall carpet at Hineken Netherlands was inspected and found to have rodent damage. It hasn’t been used for decades. We’re in discussion with the artist’s family about returning the piece.
Curiosity: Long-stored textiles are especially vulnerable – regular checks help us catch issues early.
Clothing moths detected
Clothing moths were found in depot traps. Follow-up checks at the Heineken Experience found no infestation. Later, another moth was found in our Quarantine Room. No damage recorded, but vigilance remains high and monitoring continues. Early trap detections massively reduce risk to organic materials.
Silver care — ~100 objects sealed
Around 100 silver objects were sealed in our depot in Amsterdam to slow tarnishing. Limiting air exposure dramatically reduces oxidation on silver.
Standard sets in our depot
Curated standard sets of Heineken® and Amstel objects are now available for faster, more consistent presentation use. This supports our goal to improve efficiency and streamline processes, ensuring quicker prep for events, tours and press without compromising quality.
The gable stone from architect Bleijs’s house was deaccessioned and donated to the Vereniging van Vrienden van de Amsterdamse Gevelstenen on 1 July. It will be restored and displayed by the association.
registration
In June, over 150 beer cans registered in 2023–2024 were photographed. These registrations can now be completed.
In July, registration work was carried out by our team on the Brand Collection at Centrum Verhuizingen in Maastricht.
Aquisitions & Deaccessioning
The Collection acquired an original poster design by Pol Dom (1885–1978), dated between 1920–1940. No printed versions are known, suggesting it was never used. The design predates Heineken’s post-WWII advertising efforts.
A 1981 share certificate (‘scripbewijs’) from Multi Bintang Indonesia was also acquired, marking the year the company went public.
Anna Boonstra left our team at the end of August. She completed the Stables Project and donated a booklet and video. She also registered hundreds of acquisitions for 2024–2025.
Explore more stories and objects on the Heineken Collection site.
preventive conservation
Zoeterwoude wall carpet
A 1970s wall carpet at Hineken Netherlands was inspected and found to have rodent damage. It hasn’t been used for decades. We’re in discussion with the artist’s family about returning the piece.
Curiosity: Long-stored textiles are especially vulnerable – regular checks help us catch issues early.
Clothing moths detected
Clothing moths were found in depot traps. Follow-up checks at the Heineken Experience found no infestation. Later, another moth was found in our Quarantine Room. No damage recorded, but vigilance remains high and monitoring continues. Early trap detections massively reduce risk to organic materials.
Silver care — ~100 objects sealed
Around 100 silver objects were sealed in our depot in Amsterdam to slow tarnishing. Limiting air exposure dramatically reduces oxidation on silver.
Standard sets in our depot
Curated standard sets of Heineken® and Amstel objects are now available for faster, more consistent presentation use. This supports our goal to improve efficiency and streamline processes, ensuring quicker prep for events, tours and press without compromising quality.
The gable stone from architect Bleijs’s house was deaccessioned and donated to the Vereniging van Vrienden van de Amsterdamse Gevelstenen on 1 July. It will be restored and displayed by the association.
registration
In June, over 150 beer cans registered in 2023–2024 were photographed. These registrations can now be completed.
In July, registration work was carried out by our team on the Brand Collection at Centrum Verhuizingen in Maastricht.
Aquisitions & Deaccessioning
The Collection acquired an original poster design by Pol Dom (1885–1978), dated between 1920–1940. No printed versions are known, suggesting it was never used. The design predates Heineken’s post-WWII advertising efforts.
A 1981 share certificate (‘scripbewijs’) from Multi Bintang Indonesia was also acquired, marking the year the company went public.
Anna Boonstra left our team at the end of August. She completed the Stables Project and donated a booklet and video. She also registered hundreds of acquisitions for 2024–2025.
Explore more stories and objects on the Heineken Collection site.
aquisitions
A total of 171 new records were added to the database. Notable additions include Heineken® beer glasses and cans donated in 2023 by Mark van Iterson, former Director of Heineken Global Design. Other acquisitions include items commemorating 750 years of Amsterdam.
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:
-
- Johan Cruijff Arena – Stadium décor.
- 1889 Paris World Fair – For a Meliá Collection coffee table book.
- Heineken Experience 25th – Images and video for the celebration in 2026.
- Heinekengebouw Rotterdam – Wedding venue visuals.
- Heineken & Football – For a KNVB presentation.
These collaborations reflect how our digital assets continue to inspire and support storytelling across markets and disciplines.
Digitisation
Big milestone: all digitised materials returned safely to the depot. High-res files are live in Memorix, and our database, TMS, will soon flag every record with a “file available” note.
Nexus
We’re almost there! The move to Memorix Nexus is in its final stretch. This upgrade will finally let us tap into Linked Data. Progress slowed a bit due to supplier issues, but we’re now cleaning datasets for a smooth, accurate conversion.
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:
-
- Johan Cruijff Arena – Stadium décor.
- 1889 Paris World Fair – For a Meliá Collection coffee table book.
- Heineken Experience 25th – Images and video for the celebration in 2026.
- Heinekengebouw Rotterdam – Wedding venue visuals.
- Heineken & Football – For a KNVB presentation.
These collaborations reflect how our digital assets continue to inspire and support storytelling across markets and disciplines.
Digitisation
Big milestone: all digitised materials returned safely to the depot. High-res files are live in Memorix, and our database, TMS, will soon flag every record with a “file available” note.
Nexus
We’re almost there! The move to Memorix Nexus is in its final stretch. This upgrade will finally let us tap into Linked Data. Progress slowed a bit due to supplier issues, but we’re now cleaning datasets for a smooth, accurate conversion.
