HCF News Q4 2025 (HEX All)
our history, our future
October – december 2025
thought leadership & inspiration
We are the single source of HEINEKEN (hi)story telling
talks & lectures
Brewers of Europe
A recent session with the Brewers of Europe, joined by regional president Glenn Caton, underscored the long-standing value of collaboration in brewing—from medieval guilds to today’s focus on responsibility and sustainability. The presentation showed how unity has driven adaptation and innovation across centuries.
Feedback from CA and Europe colleagues was highly positive, noting the historical perspective felt timely and inspiring for current industry challenges.
At the request of Jacco van der Linden (President APAC), we hosted Suraen De Silva, the newly appointed General Manager of Heineken Taiwan. The guided tour of our depot and Heritage Quarter focused on the development of HEINEKEN in Asia.
Visit from India
Mr Abhishek Poddar, an industrialist and philanthropist, is the founder of the Museum of Art and Photography (MAP) in Bengaluru, India. He and his wife paid us a visit in October in light of their exploration of a potential collaboration between United Breweries Limited and MAP to increase the visibility of the Kingfisher brand.
Knowledge sharing
At the request of the Star Serve Quality team in Australia, we delivered an online history session via Teams to provide richer background stories for use during training. This initiative supports global capability building by equipping trainers with heritage-based narratives that enhance engagement and reinforce brand authenticity.
Driving acquisitions through customised tours
Our team plays a key role in supporting Heineken Netherlands’ acquisition strategy by delivering tailored tours. These sessions showcase HEINEKEN’s story and brand strength, supporting sales representatives convert high-value prospects.
Recent examples include:
- A tailored tour for House of Noa (Seafood Bar group) at the Beurs van Berlage.
-
A customised visit for NAM Leisure, reinforcing Heineken®’s premium positioning and cultural relevance in leisure partnerships.
- A history session focused on billiards and social games for Poollokaal De Gracht in Amsterdam.
To scale this approach and improve efficiency, we have launched an acquisition pilot in collaboration with the Heineken Experience Operations team and Heineken Netherlands. The pilot introduces a standardised format, reducing preparation time while allowing client-specific adjustments to the narrative and Collection items. It also enables us to involve Operations colleagues through targeted training, strengthening cross-functional collaboration.
talks & lectures
Brewers of Europe
A recent session with the Brewers of Europe, joined by regional president Glenn Caton, underscored the long-standing value of collaboration in brewing—from medieval guilds to today’s focus on responsibility and sustainability. The presentation showed how unity has driven adaptation and innovation across centuries.
Feedback from CA and Europe colleagues was highly positive, noting the historical perspective felt timely and inspiring for current industry challenges.
At the request of Jacco van der Linden (President APAC), we hosted Suraen De Silva, the newly appointed General Manager of Heineken Taiwan. The guided tour of our depot and Heritage Quarter focused on the development of HEINEKEN in Asia.
Visit from India
Mr Abhishek Poddar, an industrialist and philanthropist, is the founder of the Museum of Art and Photography (MAP) in Bengaluru, India. He and his wife paid us a visit in October in light of their exploration of a potential collaboration between United Breweries Limited and MAP to increase the visibility of the Kingfisher brand.
Knowledge sharing
At the request of the Star Serve Quality team in Australia, we delivered an online history session via Teams to provide richer background stories for use during training. This initiative supports global capability building by equipping trainers with heritage-based narratives that enhance engagement and reinforce brand authenticity.
Driving acquisitions through customised tours
Our team plays a key role in supporting Heineken Netherlands’ acquisition strategy by delivering tailored tours. These sessions showcase HEINEKEN’s story and brand strength, supporting sales representatives convert high-value prospects.
Recent examples include:
- A tailored tour for House of Noa (Seafood Bar group) at the Beurs van Berlage.
-
A customised visit for NAM Leisure, reinforcing Heineken®’s premium positioning and cultural relevance in leisure partnerships.
- A history session focused on billiards and social games for Poollokaal De Gracht in Amsterdam.
To scale this approach and improve efficiency, we have launched an acquisition pilot in collaboration with the Heineken Experience Operations team and Heineken Netherlands. The pilot introduces a standardised format, reducing preparation time while allowing client-specific adjustments to the narrative and Collection items. It also enables us to involve Operations colleagues through targeted training, strengthening cross-functional collaboration.
We are live! | For-EverGreen Day 2026
Reunited with our partners at Eightynine – previously collaborators on the Green Giants series – the team developed assets for the For-EverGreen Day launch in early November. Joanna Price, Chief Corporate Affairs Officer, launched the initiative on the HEINEKEN All Workvivo channel, encouraging all OpCos to take part in this new annual celebration of the pioneering spirit across HEINEKEN. By inviting OpCos to submit artefacts that embody ‘pioneering’, we are ensuring the collection continues to tell the stories behind key priorities and developments, both now and in the future.
Several compelling items have already been submitted by OpCos from different regions. With three weeks remaining until the deadline, the team is confident that more valuable additions will follow, helping us to showcase innovation across the business.
Winners will be announced and awarded with the first ever For-EverGreen Day Award during a virtual award ceremony on the 13th of February, 2026.
Green Giants
We created a wrap reel; a short compilation of the 12 episodes we filmed with Eightynine. This officially concludes this oral history series.
All episodes are available on the Heineken Collection website and on HEINEKEN’s Tapped In podcast on Spotify, so you can also revisit your favourites on the go!
heritage hub launch
The Heritage Hub is now live – a dedicated SharePoint environment that brings together HEINEKEN’s heritage resources in one accessible location. Through curated timelines, stories, images, and videos, colleagues can explore the company’s journey from a small Amsterdam brewery to a globally admired brand.
These resources are designed to support understanding, foster pride in our legacy, and provide engaging materials for projects, onboarding, and strategic initiatives. Whether you’re seeking inspiration from historical milestones, visual assets, or the stories behind our brand, the Heritage Hub offers essential content for all.
This launch directly supports our strategic goal to become more efficient and standardise the way we share and access heritage materials across the organisation. By making these resources readily available, we aim to empower every HEINEKEN colleague to connect with our legacy, celebrate achievements, and contribute to the ongoing story of our company.
Archive Revive – Project Summary
The Archive Revive project is progressing well overall. Most sub-archives have been processed as planned, with some even exceeding targets due to efficient removal processes. The team structure and clear division of tasks have contributed to a positive working environment and steady progress. End of September, Doxis transferred the archive of Brand in Maastricht to Helicon/ECC in Zoeterwoude for processing as planned.
The final sub-archive is scheduled for relocation soon, signaling that the project’s completion is in sight. The team is confident that, with continued focus, the project will successfully meet its goals.
heritage meets contemporary design
The Kiosk is a newly introduced concept at the Heineken Experience, designed as a hub for creativity, culture, and collaboration. Its inaugural release, the Heineken® x Filling Pieces capsule collection, comprises 16 limited-edition pieces that combine Heineken®’s historic branding with contemporary design. Our team contributed heritage inspiration and archival imagery, which feature prominently in the collection. In addition to apparel, The Kiosk offers posters and postcards showcasing original Heineken® campaign visuals, underscoring the integration of innovation with brand heritage.
collection management
Minimising risk, maximising potential
AV updates
👇🏼Take a look at the below digitised commercial from Italy as an example of what we are digitising.
registration
In late September, our team conducted a location and registration check at the Brand Collection in Maastricht, preparing for a future move.
Over 100 beer glasses, including a significant donation of Amstel glasses, were photographed in October.
Aquisitions & deaccessioning
The Metropolitan Museum of Art in New York received two Wobo bottles as a donation to document environmental architecture history.
Collection storage optimisation
To optimise storage, 60 paintings and 1,031 architectural drawings were moved to a climatised external depot, following digitisation.
Collection reorganisation
The repackaging of the beer can collection was completed this quarter. Around 800 cans were sorted by size and content. Small empty cans were placed in lower, lighter boxes, creating additional space in the cabinets. All protective materials between the cans were replaced where needed.
Heritage and Risk Management
preventive conservation
Emergency preparedness
A tabletop exercise was held to simulate a collection emergency, focusing on display case procedures.
Heineken Gebouw Rotterdam, a commercial venue in the former Heineken Rotterdam brewery and lab, has recently added new rental spaces to its portfolio. Our team was asked to contribute office-inspired items to showcase in these spaces. They are now on display there.
a notable aquisition
A notable acquisition this quarter, is a menu from the 1939 World’s Fair in New York, originating from the Dutch village “Heineken® on the Zuiderzee”. The menu features classic Dutch dishes and highlights Heineken’s historical presence in the USA.
Cultural partnerships
registration
In late September, our team conducted a location and registration check at the Brand Collection in Maastricht, preparing for a future move.
Over 100 beer glasses, including a significant donation of Amstel glasses, were photographed in October.
Aquisitions & deaccessioning
The Metropolitan Museum of Art in New York received two Wobo bottles as a donation to document environmental architecture history.
Collection storage optimisation
To optimise storage, 60 paintings and 1,031 architectural drawings were moved to a climatised external depot, following digitisation.
Collection reorganisation
The repackaging of the beer can collection was completed this quarter. Around 800 cans were sorted by size and content. Small empty cans were placed in lower, lighter boxes, creating additional space in the cabinets. All protective materials between the cans were replaced where needed.
Heritage and Risk Management
preventive conservation
Emergency preparedness
A tabletop exercise was held to simulate a collection emergency, focusing on display case procedures.
Heineken Gebouw Rotterdam, a commercial venue in the former Heineken Rotterdam brewery and lab, has recently added new rental spaces to its portfolio. Our team was asked to contribute office-inspired items to showcase in these spaces. They are now on display there.
a notable aquisition
A notable acquisition this quarter, is a menu from the 1939 World’s Fair in New York, originating from the Dutch village “Heineken® on the Zuiderzee”. The menu features classic Dutch dishes and highlights Heineken’s historical presence in the USA.
Cultural partnerships
connected collection
Exploring the full potential of our data
image requests
The past weeks have seen our digital collection supporting a range of projects across the HEINEKEN world. Digital files were used to help renovate the Heineken bar at Schiphol Airport, while colleagues in Mexico and the Netherlands drew on our resources for local experiences and upcoming activations, including preparations for the World Cup 2026.
Our images and technical drawings continue to find new audiences, from supporting client pitches in Amsterdam to interior design projects in Veghel and historic bottle designs for Spain. Most recently, the Brand team requested a chess-themed image for a global campaign launching in 2026 – demonstrating the ongoing relevance and reach of our archive.
Digitisation
image requests
The past weeks have seen our digital collection supporting a range of projects across the HEINEKEN world. Digital files were used to help renovate the Heineken bar at Schiphol Airport, while colleagues in Mexico and the Netherlands drew on our resources for local experiences and upcoming activations, including preparations for the World Cup 2026.
Our images and technical drawings continue to find new audiences, from supporting client pitches in Amsterdam to interior design projects in Veghel and historic bottle designs for Spain. Most recently, the Brand team requested a chess-themed image for a global campaign launching in 2026 – demonstrating the ongoing relevance and reach of our archive.
Digitisation
