storytelling 101
At the Heineken Collection Foundation, storytelling is central to our mission. It is at the heart of almost everything we do, shaping the way we preserve and share our rich heritage. But what exactly is storytelling, and what purpose does it serve?
We created this video to delve into the essence of storytelling, explaining its significance and how we utilise it to connect with our audience. Through this video, you will discover the various forms storytelling can take, from personal anecdotes and historical narratives to multimedia presentations and interactive exhibits.
By showcasing these diverse storytelling methods, we aim to highlight how they help us build strong relationships, craft compelling narratives, and support our brand-building activities.
Chairman’s Statement
Chairman’s
statement
The Heineken Collection leverages over 120,000 objects that illustrate the rich history of The HEINEKEN Company, the Heineken family, and the Heineken® brand. These artefacts provide invaluable insights into the corporate evolution of the company, its cultural impact, and the enduring legacy of its brands. Understanding HEINEKEN’s past is crucial for strategic planning. By studying its history, we can identify the values, practices, and innovations that have driven the company’s success over the years.
B
uilding on the solid foundation laid in previous years, the Heineken Collection Foundation (HCF) has continued to make significant strides in 2024. Our commitment to preserving and sharing the rich heritage of HEINEKEN remains unwavering.
This year, we successfully concluded the ‘Green Giants’ oral history project with a final video shoot in December, bringing the series to a total of 12 episodes. This project has been instrumental in capturing and sharing the stories that define our legacy.
Throughout 2024, our efforts have been directed at making a valuable contribution to the ambition of HEINEKEN and its brands through a strong portfolio of activities. These include training and development, team storytelling sessions, initiating innovative projects, and hosting events in our Heritage Quarter. An understanding of HEINEKEN’s fascinating past has proven to be instrumental in creative strategic planning, making use of the more than 120,000 objects illustrating the rich history of the Heineken family, The HEINEKEN company, and the Heineken® brand.
The team’s efforts in digitalisation and preservation have also progressed, ensuring that the historic collection remains accessible and well-maintained. These efforts include implementing a Collection Emergency Response (CER) plan, upgrading climate control systems, and optimising the layout of the depot in Amsterdam.
The ongoing support from the Executive Board of Heineken N.V. and the dedication of the team have been crucial in achieving these milestones. I would therefore like to express my sincere gratitude to the Executive Board of Heineken N.V., Mrs Charlene de Carvalho – Heineken, and Mrs Lieke Westendorp – managing director of the Heineken Experience – for their strong support and guidance. I would also like to thank Mrs Demelza van der Maas and her dedicated team for their commitment, professionalism, and boundless enthusiasm in carrying out their activities. Their continued high motivation and dedication have been instrumental in our success.
Looking ahead, we remain focused on our strategic goals, continuing to enhance our digital presence and engage with our global audience. Our journey is far from over, and we are excited about the future possibilities. Together, we are poised to advance our objectives and ensure the Foundation’s enduring impact.
Cheers!
Marc Koster
Chairman Heineken Collection
Reflections from our Collection Manager
reflections
from our collection manager
Dear Friends and Supporters,
As we present this year’s annual report, I am filled with pride and gratitude for the collective achievements of the Heineken Collection Foundation and the Heineken Collection team. This year has been a successful period for our Foundation. We solidified our reputation as expert storytellers, invested in our digital infrastructure, and made significant steps towards our ‘one collection, two locations’ ambition.
Our motto to “spark connections beyond the barriers of time and place” has never been more poignant. Despite the challenges posed by the ever-changing global landscape in which HEINEKEN operates, we have continued to serve as thought leaders and inspirators for our target audiences.
The Heineken® brand celebrated its 150th anniversary in 2023, launching a global campaign called “H150 – One Way or Another.” The HEINEKEN Company acquired Distell and Namibia Breweries to form HEINEKEN Beverages in South Africa, and HEINEKEN exited Russia. These pivotal moments, among many others, have been meticulously documented by our team to preserve our rich history for future generations. The Heineken Collection team, supported by passionate volunteers and generous supporters, has been instrumental in this effort.
Capturing Heineken’s heritage through oral history
One of our most significant accomplishments this year is the successful kick-off of our oral history project called Green Giants. This video series is all about real conversations between different generations of HEINEKEN employees. We shot 6 episodes, that showcase a diverse range of voices and perpectives on the past, present, and future of HEINEKEN. We are excited to launch the series in 2024 and finally share the wisdom and stories that we were able to capture.
Connecting our collection to the digital world
In our efforts to become the most connected collection, we have invested in our digital infrastructure and the standardisation of our metadata towards the Linked Data standard. We’ve moved forward with the digitalisation of our collection and expanded our online presence, thanks to our newly implemented communication strategy. Now that more and more of our collection and stories are accessible to a global audience, we’re confident that our work remains relevant in the digital age.
Preserving our heritage for future generations
Sustainable and future-proof collection management continues to be at the heart of our mission. This strategic focus has enabled us to invest in the preservation of our collections, the improvement of our storage facilities, and the enhancement of our collection management policies. We are particularly proud of the strides we have made in safeguarding the future of HEINEKEN’s art collections and historical archives. We are thankful that the Executive Board of HEINEKEN has decided to allocate resources towards these projects.
As we look to the future, we remain committed to our mission to preserve and present the heritage of HEINEKEN. Your ongoing support and enthusiasm are crucial to our success, and we are deeply grateful for your unwavering commitment to the work of the Heineken Collection Foundation.
Thank you for being a part of our journey.
Warm regards,
Demelza van der Maas
Collection Manager
Mission, Vision & Motto
Mission, vision
& motto
MISSION
The Heineken Collection Foundation preserves and presents the heritage of Heineken.
VISION
The HCF wants to inform and inspire a worldwide audience by preserving, collecting & sharing compelling and authentic objects and stories about Heineken (company, brand & family) and certain incorporated breweries.
Through the promotion of knowledge, understanding and enjoyment of the Heineken collection, the HCF enriches the understanding of Dutch entrepreneurship in a global context.
Motto 2025
The Heineken Collection exists to spark connections beyond the barriers of time and place.
What we do
WHAT WE
do
Sneak peek in our depot
Learn about how the Heineken Collection evolved from a humble start to a vast archive located in the Heineken Experience. You’ll hear about the diverse range of historical artifacts, films, and digital files, many donated by former employees, and see how they preserve the stories of HEINEKEN and its people, and what the Collection’s role is in sharing the company’s rich heritage.
Our own history
The Heineken Collection consists of a collection of over 150.000 heritage objects that bear witness to the rich history of The HEINEKEN company. The core of what we do is preservation (physically taking care of all the objects and documenting all the stories that go with them) and presentation.
About 50% of our collection resides in the former Amsterdam brewery, now the Heineken Experience, with the rest in different storage locations all over the Netherlands. It includes items ranging from bottle caps to brewing kettles, with a focus on historical photography, packaging materials, and advertising prints.
The collection began in the early 1970s when the PR department planned a museum at the new Zoeterwoude brewery. Employees were asked to contribute items. By the 1980s, the collection was moved to the building on Stadhouderskade, Amsterdam, then still a brewery. It was somewhat neglected until the brewery’s closure in 1988 and its transformation into a visitor centre in 1991. Management of the collection was gradually professionalised for exhibition purposes.
an upgrade
In 2000, the visitor centre closed for renovation and reopened in 2001 as the Heineken Experience. Initially, a museum was planned for the fifth floor, but this never materialised.
The Heineken Collection Foundation was finally established in 2008, marking a significant step in the professionalisation of collection management and recognising the collection’s importance to the company. By 2017, the collection outgrew its space again, prompting a need for an upgrade.
the Heritage quarter
The result was a significant renovation, creating a climate-controlled (visible) depot with workspaces, exhibition areas, and hospitality spaces, each designed to tell the remarkable story of The HEINEKEN Company and its incorporated brands.
Preservation
Our team handles daily management, registration, documentation, and loans of physical objects. We also have a digital asset manager for the digital collection.
presentation
Presentation involves storytelling in various forms: exhibitions, lectures, VIP receptions, training, book publications, video series, live social media tours, media engagements, and supporting company campaigns and purpose-building.
Beschermd: We are Thoughtleader & Inspirator
WE are
thought-leader & inspirator
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he Heineken Collection Foundation embraces its role as the central historical information hub within HEINEKEN. We collect and preserve reliable information and offer our expertise in interpreting it for various purposes. In doing so, we aim to be thought leaders and sources of inspiration both within and outside of HEINEKEN.
Storytelling is at the heart of everything we do. Our team hosts numerous groups from both within and outside the company, fostering strong relationships, crafting compelling narratives, and supporting brand-building activities.
In this segment of our annual report, we highlight the most significant visits to our depot and storytelling projects from the past year.
Storytelling highlights
Engaging Talks
When the Amsterdam Exchange index (AEX) was established in 1983, HEINEKEN was one of the original 13 companies listed. On April 3, HEINEKEN celebrated 85 years of listing on the Amsterdam Stock Exchange. We attended the gong ceremony in which Dolf van den Brink and Harold van den Broek commenced that day’s trade officially by banging the gong. We also delivered input for the press release and storytelling during the event itself.
We were asked to present during a lunch-time inspiration session for creative agency WPP, attended by approximately 75 of their employees. The session was about the role history and heritage can play in brand building, innovation, and strategy.
The team gave a presentation about the Heineken Collection and Collection Management in Museum Boerhaave in Leiden, for DOCFactory. We also gave a presentation about the Heineken Collection and the registration project of the Stables for KB&P in the Hortus in Amsterdam.
During the Captains Luncheon, an annual luncheon for former HEINEKEN directors and Executive Team members, our team presented oral history project ‘Green Giants’. Frans van der Minne, one of the former captains attending the luncheon, had already featured in the episode on Export. Former Chairmen of the Board, Mr. Van Schaik and later also Mr. Karel Vuursteen, also feature in the series.
The HEINEKEN series
The Heineken Series is a photography project designed to document developments within HEINEKEN from a fresh perspective. This perspective can stem from the photographer’s background, choice of subject, style of photography, technique used to capture events, or how they respond to the existing collection. For the HEINEKEN Series, the HCF collaborates with Magnum, an agency recognized globally for documenting major world events and personalities since the 1930s.
The first trilogy of the project is called Brew Roots and aims to document European heritage breweries within HEINEKEN’s portfolio that are closing or are at risk of closing. In 2024, British photographer Mark Power captured Caledonian Brewery in Edinburgh, Scotland and French photographer Jérôme Sessini photographed L’Esperance in Schiltigheim, France. Both photographers beautifully captured essence of these historical sites and their photos are a valuable addition to the Heineken Collection. The third and final shoot of Brew Roots will take place in early 2025 at the Lasko brewery in Ljubljana, Slovenia. The iamges shown below are some of the shots taken at the Schiltigheim brewery in France.
Green giants
In our video production ‘Green Giants’, both current and former employees engage in candid conversations about their time at The HEINEKEN Company. These firsthand accounts offer perspectives that complement our archival resources, providing a richer and more nuanced preservation of our legacy.
By integrating these personal recollections with our archival materials, we ensure a deeper understanding of our history. For this series, we partnered with production agency, Eightynine. Together, we produced 12 episodes covering a wide range of topics.
“Diversity is good for business. If you look at the plethora of consumers out there today, we simply need people who understand the different consumers that we have.”
Ethel Emma-Uche | General Manager Bralirwa | 2025 – present
“Lead by example; say what you do and do what you say. That’s very important to me.”
Door Plantenga | General Manager Bralirwa | 2005 – 2009
“I fell in love with the whole beer fermentation process, the brewing process. It was really a life changing experience.”
Lucy Hazelwood | Quality Lead | 2022 – present
“Making beer is not so very difficult, but to make a good beer and a consistent quality every week, every month, every year and all around the world, that is the challenge.”
Hans Taal | Sr. Quality Lead | 2015 – 2020
“Entrepreneurship is in the markets, so very much local, But economies of scale and knowledge advantages have to be implemented globally.”
Harold van den Broek | Chief Financial Officer | 2021 – present
“That complacent attitude within the company at the time… That was the first thing I had to work on.”
Karel Vuursteen | Chairman of the Board | 1993 – 2002
hosting guests in our depot and heritage quarter
Notable Visitors
We hosted the European Leadership team, providing a general tour focusing on the history of Heineken in Europe as part of Glenn Caton’s onboarding. All European General Managers attended.
In 2018, HEINEKEN commenced its partnership with China Resources. The collection team was asked to present to the board of directors of CBL, HEINEKEN’s Chinese partner, the Executive Board, and several Executive Team members at the Heineken Villa. Later in the year, we welcomed another group of senior managers of CBL at the Heritage Quarter.
The Dutch E-business team paid us a visit for a bespoke session focusing on the history of transformations at HEINEKEN. We also hosted the US ambassador for a bespoke tour through the Heineken Villa.
HEINEKEN hosted a group of 25 ambassadors who are based in The Hague and represent the most relevant countries for HEINEKEN for the first Heineken Ambassadors Dinner. This event was hosted by the ET and started with a reception at the Heritage Quarter, during which the HCF team was present for questions and historical context.
Jacco van der Linden, regional president APAC, visited the Heritage Quarter and depot for a private tour. The tour was focused on the countries he worked in during his career and – of course- the history of HEINEKEN in the APAC region.
We are the Most Connected Collection
WE are
connected
Memorix – Linked Data
In June 2023, we embarked on a Linked Data consultancy project with Picturae. The objective was to lay the groundwork for transitioning from Memorix Maior, our current system, to Memorix Nexus. Memorix Nexus is designed with Linked Data at its core, ensuring that all data entered adheres to Linked Data standards. This will facilitate seamless integration with databases both within and outside The HEINEKEN Company that utilise the same standards.
Standardising and structuring data enables consistent understanding, combination, and integration. One effective method for exchanging this data is through Linked Data. Linked Data is a way of structuring and interlinking data so that it can be easily shared and understood across different systems and organisations. It is not inherently open but can be used in a closed and secure environment. The data owner determines which information can be shared and made accessible. When data is shared publicly, it is termed Linked Open Data.
By aligning our practices with Linked Data principles, we can more easily share information within the cultural heritage community and across HEINEKEN. We can also integrate information from external sources adhering to these standards. For instance, data from the Amsterdam City Archives can enrich our own records and knowledge base. Similarly, digitised data within the Heineken Collection Foundation’s databases can be leveraged by HEINEKEN for analysing trends in consumer behaviour and procurement developments. Adopting Linked Data principles provides a robust foundation for a single source of truth, enhancing data reliability and utility across various applications.
By implementing Linked Data practices, we not only improve the accuracy and consistency of our data but also unlock the potential to tell richer, more compelling stories. When information and knowledge are linked and shared efficiently, we can weave together diverse data points to create comprehensive narratives that resonate with our audience. This enhanced storytelling capability allows us to better communicate our heritage, values, and achievements, both within The HEINEKEN Company and to the wider world. Ultimately, the power of linked data lies in its ability to transform isolated pieces of information into a cohesive and engaging tapestry, enriching our understanding and appreciation of the stories we tell.
In 2024, we will commence the actual conversion to Memorix Nexus, marking the beginning of our Linked Data journey and our active participation in the future of sharing digital heritage data.
Documenting milestones
To capture significant moments in HEINEKEN history, including the sale of the Quellijnstraat property in Amsterdam and the renovation of several Amsterdam HEINEKEN offices, we enlisted a photographer to visit these locations. The images from these visits enrich our collection, highlighting recent chapters in HEINEKEN’s ongoing story.
digitisation of heineken’s collection
photo albums
As custodians of our corporate heritage, digitisation of analogue photo albums and objects from our vast collection is essential for preserving and sharing our company’s legacy with a global audience.
Heineken Technical Services (Heineken Technisch Beheer) was responsible for the development and construction of breweries worldwide. In 2023, we digitised 82 photo albums from that team, providing an overview of the diverse countries, breweries, and situations in which they operated. This material allows us to compare photographic records from different periods, making it invaluable for illustrating the development of HEINEKEN breweries and creating timelines to support our storytelling.
These pictures enable us to weave together the narrative of HEINEKEN’s international success. By digitising these materials, we ensure their accessibility for future generations and enhance our ability to convey the rich history and achievements of the Heineken® brand worldwide.
amstel posters
For the opening of Amstel’s Flagship Cafe, Amstel1, our team was asked to provide a selection of Amstel advertisements. This selection of analogue prints has been digitised and can now be seen in Amstel1 in Amsterdam.
Exploring heineken’s legacy with 3d technology
At the Heineken Collection Foundation, preserving and sharing The HEINEKEN Company’s rich heritage is a top priority. We’re always exploring innovative ways to keep our legacy vibrant and accessible globally. One such innovation is our recent 3D scanning project, which revolutionises how audiences engage with our treasured artefacts. 3D scanning makes it possible to bring notable objects to life, fulfilling our motto to ‘spark connections beyond the barriers of time and place’.
This cutting-edge technology extends the reach of our heritage far beyond physical exhibitions. A virtually enhanced collection allows enthusiasts, scholars, and curious minds worldwide to explore these treasures in unprecedented detail and immersion.
For our team, this initiative is more than a technological exploration; it’s a testament to our commitment to storytelling and preserving our brand’s essence. Through these digital replicas, we’d not merely showcase these artefacts—we’d share narratives, spark conversations, and foster connections across generations and cultures in a way we currently cannot.
In 2023, together with the Heineken Experience Sales & Marketing team, we undertook a significant initiative by selecting ten objects from our collection for scanning, aiming to assess their suitability for digitisation and explore potential applications. These objects hold immense historical significance for our company, representing pivotal moments in our journey. Furthermore, the 3D scans offer exciting opportunities for enhancing visitor experiences, whether through reproducing objects in physical spaces or virtually in our digital platforms.
In an ever-evolving digital landscape, the importance of preserving our heritage cannot be overstated. The 3D scanning project ensures that our legacy remains dynamic, relevant, and accessible to future generations.
For example, iconic items such as the World Bottle (WoBo) can be replicated using materials like foam or wood, enabling interactive experiences where visitors can construct their own WoBo wall. Additionally, advancements in technology allow us to cater to diverse audiences, such as creating tactile experiences for visually impaired individuals to engage with objects safely.
Moreover, the potential extends to our digital platforms, where we can animate objects or incorporate immersive experiences, such as a virtual Heineken® truck driving through our facilities in augmented reality (AR).
However, navigating the complexities of historical preservation presents challenges, particularly concerning the suitability of original materials for 3D scanning and addressing variations in object sizes that require different scanning techniques. Our focus remains on achieving the highest quality scans through non-destructive methods.
Looking ahead, the scanning process is scheduled for 2024, following the final selection of objects and the identification of specific challenges associated with each. This marks a crucial step in our ongoing commitment to preserving and innovating our heritage for future generations.
We look forward to further embracing digital innovations to unlock our collection in new and inspiring ways.
We are Robust & Future-Proof
WE are
robust & future-proof
Expanding Collection
Donations
Brand Collection
In the Brand Brewery in Wijlre, 140 paintings, prints, and drawings were discovered and registered. HCF decided to keep only about 60 items directly linked to the brewery’s history. The remaining 80 works, mainly by Limburg artists and purchased by Mr. Thijs Brand, remain the brewery’s property. Registration was necessary as part of the Brand Brewery will be demolished in 2024, requiring many objects to be moved to external storage.
Loans Out & Restoration
A tapestry by Eugène Laudy, depicting the Geul Valley and three hop cones representing the De Leeuw, Gulpener, and Brand breweries (circa 1970), was cleaned and fitted with a new hanging system before being loaned to Museum Valkenburg for a temporary exhibition.
Nine objects, including a 2003 bust of Freddy Heineken by Kees Verkade, were loaned to Hotel de l’Europe for the interior design of Freddy’s Bar. The bust was relocated from the head office in Zoeterwoude.
117 books on brewing history, on loan to Hotel de l’Europe since 2013, have been returned to the Collection.
All loans with the Heineken Experience were reviewed and contracts extended. Currently, 523 objects from the Heineken Collection are on loan to the Heineken Experience.
Total # records in our database:
37886
Records added to the database:
498
Photos added to the database:
1771
Audiovisual Collection
Thirty-three new film titles, along with their digital files, were added to the HCF catalogue. In 2023, we celebrated Heineken®’s 150th anniversary, and the commercials created for this milestone are now part of our collection. Additionally, we provided historical images to Publicis for the international ‘H150’ campaign.
We acquired a series of short films titled “Brandianen,” showcasing interviews with Brand colleagues. These films were created after the announcement of the brewery’s partial demolition, which left only a microbrewery and ‘t Kelderke intact. Through these interviews, our colleagues share their experiences during the fully operational days of Brand Brewery.
preserving a cinematic gem.
The 1931 film “Dorst!…” is the only known film of the ‘De Gekroonde Valk brewery’ where Van Vollenhoven beer used to be brewed. This film is notable for its stunning cinematography.
Thanks to the excellent condition of the original nitrate film, we collaborated with Haghefilm Digital to create a new polyester negative, ensuring its preservation for many years, even if the original nitrate deteriorates. Additionally, we now have a high-resolution digital file to further safeguard this valuable piece of our heritage, enabling us to share it with the world easily.
Archive Revive
As part of the HCF’s ambition to find sustainable solutions for orphaned archives within HEINEKEN, DOCFactory conducted a baseline scan of HEINEKEN’s paper archives in the Netherlands from March to June 2023. Commissioned by HEINEKEN’s Executive Board and coordinated by the HCF, this scan mapped over 1,900 linear meters of archives across nine locations. Although outside HCF’s formal scope, the Foundation advised HEINEKEN on this matter. In November 2023, the Executive Board allocated resources for processing these archives. This project is set to roll out in 2024 and 2025 and includes the selection & destruction, cleaning, repacking, and inventorying of this archival material.
Project Updates
Preventive conservation
In line with the project ‘Sparkling Collections,’ all external storage locations were visited to ensure the integrity and preservation of our corporate heritage collection. Preventive conservation is crucial in maintaining a clean and stable environment for our valuable assets. It involves proactive measures to prevent damage and deterioration, thereby extending the lifespan of our collections. Detailed schemes for preventive conservation have been developed, focusing on controlling and mitigating environmental factors such as temperature, humidity, and light exposure. These measures help safeguard the collection against potential threats like mould, pests, and physical damage. The scheme for the Heineken Experience has already been implemented. By prioritising preventive conservation, we protect our heritage and ensure that future generations can continue to enjoy and learn from our rich history.
External storages
As part of the ‘Sparkling Collections’ project, our ambition is to relocate the art collections from multiple external depots to one single external depot. An overview of this relocation has been prepared, and the decision paper has been approved by the Executive Board. The transfer of over 300 artworks is scheduled for 2024.
Recently, several objects were moved from the old stables on Quellijnstraat in Amsterdam to another external storage facility. Among these items, a significant stone plaque was discovered, listing the names of the directors of Heineken’s Beer Brewery Mij. N.V. from 1873 to 1948. A similar plaque is displayed in the Heineken office in Rotterdam, with this particular one originating from the former head office in Amsterdam.
Green Giants – Our oral history project
Green giants
oral history
Celebrating Our Legacy and Our Future
At the Heineken Collection, we preserve, collect & share compelling and authentic objects and stories about The HEINEKEN Company, brand & family.
Our stories mainly rely on archival resources, which, though detailed, can often be dry. Oral history, despite potential biases and memory lapses, is essential for preserving the human aspect of our history. It provides the emotional depth that factual accounts often lack.
In recent decades, the decline of paper periodicals has highlighted the importance of oral history as a valuable source of additional information. Oral histories provide rich, firsthand accounts from employees who witnessed key events, offering perspectives that complement our archival resources. Including oral history allows us to tell more comprehensive and engaging stories, capturing the emotional and human elements that traditional documents may overlook. By integrating these personal recollections with our archival materials, we ensure a deeper and more nuanced preservation of our legacy.
In comes Green Giants, our latest video series in which (former) employees engage in candid conversations about their time at The HEINEKEN Company.
Showcasing HEINEKEN’s Evolution through ‘Giants’
Our team embarked on a quest to identify potential ‘giants’ within HEINEKEN, asking employees to nominate current and former colleagues. We delved into historical resources like HEINEKEN periodicals, consulted with current leadership and HR, and reached out to the nominees to introduce them to the concept. This marked the beginning of pairing duos and briefing them for the shoot.
Their conversations are unscripted but guided by HEINEKEN’s core values: ‘Passion,’ ‘Care,’ ‘Courage,’ and ‘Enjoyment of Life.’
In each episode, we highlight different disciplines or geographical regions. Each one illustrates the company’s evolution over recent decades and examines how societal changes have affected the giants’ personal and professional lives. Sharing their experiences and challenges provides a unique perspective on how The HEINEKEN Company has adapted and thrived in a dynamic global environment.
Each participant was encouraged to bring a significant personal object to the filming, enriching their narratives with tangible connections to our company’s history. These donated artefacts, along with their personal anecdotes, now form part of our collection. We hope to one day curate a Green Giants exhibition, telling their stories through video materials, photographs, and their donated objects.
Communication Plan
Communication
Plan
Our Communication Approach
In 2023, we adopted a more strategic approach to communications. Our objectives for the year were to:
- Launch a Communication Plan for 2023 – 2024
- Produce the video series “Green Giants“
- Leverage the HCF website content and HEINEKEN’s internal and external social media channels
- Create a content calendar
- Continuously optimise the HCF website
- Collaborate closely with Heineken Netherlands, Head Office, and Heineken Experience communications teams
Key Initiatives and Achievements
Collaborative Communication Initiative: In February, we launched a joint effort to share stories and historical facts on global HEINEKEN and Heineken Experience social media channels. We reinstated regular posts on our internal channel to educate and inspire HEINEKEN employees about the Heineken® brand’s heritage. The ‘Stars of the Collection’ section of our website provides inspiration for these ‘Weekly Star’ posts.
Leveraging ‘Behind the Star’ Videos: These videos continue to inspire HEINEKEN town halls, team meetings, and onboarding sessions, and are shared on both internal and external social media channels.
Green Giants Video Production: Aiming to create authentic User Generated Content (UGC), our “Green Giants” video series offers a wealth of valuable content extending into 2024 and beyond.
HCF Website Improvements: We enhanced the menu structure for better navigation and a fresher look. In collaboration with Smartshore – Ability, we created a dedicated environment for the “Green Giants” video content. The launch of these episodes in January 2024 is expected to drive increased website traffic.
Stars Of The Collection: Continuously seeking to share our extensive collection with a wider audience, our team collaborates with historical copywriter Marie Baarspul to reveal the stories behind our artefacts. Known for her work on our ‘It Could Only Be Heineken‘ publication in 2019, Baarspul researched carefully selected objects for us again last year and penned concise narratives to convey their historical significance. These narratives, titled ‘Stars of the Collection’, are prominently featured on the Heineken Collection website.
Internal Channel Growth: Our internal channel membership grew from 319 to 1,042 members, surpassing our goal of 1,000 members by the end of 2023. We accomplished this by following a content planning, regularly sharing engaging written content as well as video posts, polls and a history quiz.
History quiz
To mark the ‘H150’ anniversary, commemorating 150 years of the Heineken® brand, we launched a monthly history quiz on our global intranet last July, inviting all employees to join in. The aim is to encourage engagement, testing their knowledge of HEINEKEN heritage, while also driving traffic to our Heineken Collection Workplace channel and the HCF website. Prize winners received a limited edition copy of the ‘It Could Only Be Heineken’ book, further contributing to the education and inspiration of colleagues worldwide.
Prizewinners to date were from Brazil, Papua New Guinea, Suriname, Malaysia, South Africa and the Netherlands.
Knowledge library
To support our employees with recurring questions about HEINEKEN’s history, last year we created a comprehensive ‘Knowledge Library’ on our intranet. This resource compiles frequently asked questions, detailed answers, and other valuable materials. By centralising this information, our team can efficiently refer employees to the Knowledge Library, ensuring they have quick and easy access to accurate and insightful information about our rich heritage.
Stars of the Collection
Unveiling Heritage:
Our ‘Stars of the Collection’
Continuously seeking to share our extensive collection with a wider audience, our team collaborates with historical copywriter Marie Baarspul to reveal the stories behind our artefacts. Known for her work on our ‘It Could Only Be Heineken‘ publication in 2019, Baarspul researched carefully selected objects last year and penned concise narratives to convey their historical significance. These narratives, titled ‘Stars of the Collection’, are prominently featured on the Heineken Collection website.
One example of such an artefact, photographed for this segment in 2023, is a large print by Jan Wolkers. Additionally, more than 20 objects from our collection were photographed to enhance our storytelling capabilities.
Stars of the Collection on our website
Visit our Stars of the Collection segment on the Heineken Collection website.
Management
Management
The HCF operates without a dedicated staff, relying on a volunteer board. The Collection Manager and her team are on secondment from Heineken N.V.
Additionally, the HCF engages freelance experts for collection registration, conservation, restoration, and research tasks.
The team
Demelza van der Maas – Collection Manager
Frédérique Urlings – Registrar
Marieke van Vlierden – Registrar
Olaf Slijkhuis – Digital Asset Manager
Lissa Mackie – Communication Specialist
The board
Marc Koster – Chairman
Jan Willem van Riemsdijk – Treasurer
Francis Tjaarda – Board Secretary
