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.
Chairperson’s Statement
Chairperson’s
statement
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
Chairperson Heineken Collection
Reflections from our Collection Manager
reflections
from our collection manager
reflections on 2024 and Outlook for 2025 – 2027
Achievements in 2024
Our motto to ‘spark connections beyond the barriers of time and place’ has continued to guide our efforts. Despite the challenges posed by the ever-changing global landscape that HEINEKEN operates in, we have remained steadfast in our mission to serve as thought leaders and inspirers for our target audiences. The dedicated Heineken Collection team, including our passionate volunteers and generous supporters, have been instrumental in this. I would therefore like to extend my heartfelt thanks to the HCF team for their hard work and dedication.
In 2024, the Heineken Collection Foundation successfully completed several key projects, including the Green Giants oral history series and the first trilogy of the Heineken Series, Brew Roots, which documented European heritage breweries. We also made significant strides in digitalising our collection and enhancing our online presence, ensuring our work remains relevant in the digital age. Additionally, we have advanced our Collection Emergency Response (CER) guide, integrating it into our training and planning upgrades to our climate control systems. With this annual report, we conclude the strategic period of 2022-2024. To learn more about the different projects in each of our strategic pillars I invite you to continue reading the full report.
Looking ahead to 2025 – 2027
As we look to the future, we remain committed to our mission to preserve and present the heritage of The HEINEKEN Company. Our strategic plan for 2025 – 2027 outlines our ambitions to further enhance our digital presence, expand our storytelling initiatives, and strengthen our community engagement. We anticipate challenges, but we also see numerous opportunities for growth and new initiatives on the horizon.
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
Heineken series
The HEINEKEN Series is a photography project designed to document developments within HEINEKEN from a fresh perspective. For the HEINEKEN Series, the HCF collaborates with Magnum, an agency recognised 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 the 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 image below was taken at the Schiltigheim brewery in France.
Green Giants
In our video production ‘Green Giants’, both current and former employees share candid conversations about their time at The HEINEKEN Company, enriching our archival resources and deepening our understanding of our history.
The series launched in January 2024, with eight episodes published on internal HEINEKEN channels and LinkedIn, and the remaining four set for release in 2025. With the final shoot in December 2024 we have added twelve inspiring oral histories to our collection.
photography of collection items
We continued to highlight and share the history of items and objects from our collection through the “Stars of the Collection” section on our website. This project aims to bring the stories behind our artefacts to life, offering our audience a deeper understanding of their historical significance.
We periodically invite a photographer to our depot to capture images of selected items. This initiative helps us share our rich heritage and engage with our audience in a visually compelling way.
In 2024, we focussed on Heineken® and Amstel® crates, bottles and homedrafts.
© Jessy Visser | www.jessyphotography.amsterdam
AV collection
By the end of 2024, our team had digitised 64 tapes related to the Heineken Ontvangstcentrum and the Heineken Experience, covering the years 1988 to 2010. We deaccessioned 26 tapes due to duplication and added 25 new ones to the collection. From 42 of these tapes, we created 53 digital files in both master (MOV) and proxy (MP4) formats.
This ongoing work not only preserves our audiovisual heritage but also brings it to life in meaningful ways across the business.
Heineken series
The HEINEKEN Series is a photography project designed to document developments within HEINEKEN from a fresh perspective. For the HEINEKEN Series, the HCF collaborates with Magnum, an agency recognised 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 the 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 image below was taken at the Schiltigheim brewery in France.
Green Giants
In our video production ‘Green Giants’, both current and former employees share candid conversations about their time at The HEINEKEN Company, enriching our archival resources and deepening our understanding of our history.
The series launched in January 2024, with eight episodes published on internal HEINEKEN channels and LinkedIn, and the remaining four set for release in 2025. With the final shoot in December 2024 we have added twelve inspiring oral histories to our collection.
photography of collection items
We continued to highlight and share the history of items and objects from our collection through the “Stars of the Collection” section on our website. This project aims to bring the stories behind our artefacts to life, offering our audience a deeper understanding of their historical significance.
We periodically invite a photographer to our depot to capture images of selected items. This initiative helps us share our rich heritage and engage with our audience in a visually compelling way.
In 2024, we focussed on Heineken® and Amstel® crates, bottles and homedrafts.
© Jessy Visser | www.jessyphotography.amsterdam
AV collection
By the end of 2024, our team had digitised 64 tapes related to the Heineken Ontvangstcentrum and the Heineken Experience, covering the years 1988 to 2010. We deaccessioned 26 tapes due to duplication and added 25 new ones to the collection. From 42 of these tapes, we created 53 digital files in both master (MOV) and proxy (MP4) formats.
This ongoing work not only preserves our audiovisual heritage but also brings it to life in meaningful ways across the business.
Project ‘Archive Revive’
In the first half of 2024, after a successful tender process, the HCF partnered with Doxis to process approximately 2 kilometers of archives from HEINEKEN’s Operating Companies in the Netherlands. The HCF coordinates Archive Revive, establishing guidelines for selection and destruction, supporting HEINEKEN in determining appropriate storage locations, and setting up an effective access management system.
Digitisation projects
For the annual ‘Vrienden van Amstel Live’ events in the Netherlands, our team digitised numerous Amstel posters, which were then reproduced to decorate the venue. Additionally, we launched a 3D digitisation pilot featuring nine objects from our collection, also highlighted in the book ‘It could only be Heineken’.
sustainable collection items
We received pieces from HEINEKEN in South Africa, from their pioneering Waste to Wear collection. This initiative was launched alongside their new 650ml returnable bottle and reflects the brand’s dedication to reducing environmental impact. We are proud to showcase these items as a symbol of circular design and environmental responsibility, and as examples of global sustainability initiatives at The HEINEKEN Company.
Preventive conservation
In 2024, the Heineken Collection Foundation implemented a comprehensive Collection Emergency Response (CER) Plan, including the CER-Calamity Guide. An Emergency CHV Team was established, comprising members of the Collection Team, the Safety Manager, the Floor Manager, and colleagues from Facilities. The team completed a CHV training course to ensure readiness in the event of emergencies.
Project ‘Archive Revive’
In the first half of 2024, after a successful tender process, the HCF partnered with Doxis to process approximately 2 kilometers of archives from HEINEKEN’s Operating Companies in the Netherlands. The HCF coordinates Archive Revive, establishing guidelines for selection and destruction, supporting HEINEKEN in determining appropriate storage locations, and setting up an effective access management system.
Digitisation projects
For the annual ‘Vrienden van Amstel Live’ events in the Netherlands, our team digitised numerous Amstel posters, which were then reproduced to decorate the venue. Additionally, we launched a 3D digitisation pilot featuring nine objects from our collection, also highlighted in the book ‘It could only be Heineken’.
sustainable collection items
We received pieces from HEINEKEN in South Africa, from their pioneering Waste to Wear collection. This initiative was launched alongside their new 650ml returnable bottle and reflects the brand’s dedication to reducing environmental impact. We are proud to showcase these items as a symbol of circular design and environmental responsibility, and as examples of global sustainability initiatives at The HEINEKEN Company.
Preventive conservation
In 2024, the Heineken Collection Foundation implemented a comprehensive Collection Emergency Response (CER) Plan, including the CER-Calamity Guide. An Emergency CHV Team was established, comprising members of the Collection Team, the Safety Manager, the Floor Manager, and colleagues from Facilities. The team completed a CHV training course to ensure readiness in the event of emergencies.
boring phone
The Heineken Experience donated the ‘Boring Phone’ to our collection; a mobile phone devoid of social media, developed with Boston-based streetwear curators Bodega. This phone featured in the Boring Phone advertisement campaign targeting Gen-Z consumers.
Stables collection
In 2024, the Stables Department collection was added to the Heineken Collection. Approximately 250 objects were registered, including Heineken®, Amstel®, and Brand carts, along with a significant assortment of horse gear, clothing, and photographs.
© Twycer | www.twycer.nl
boring phone
The Heineken Experience donated the ‘Boring Phone’ to our collection; a mobile phone devoid of social media, developed with Boston-based streetwear curators Bodega. This phone featured in the Boring Phone advertisement campaign targeting Gen-Z consumers.
Stables collection
In 2024, the Stables Department collection was added to the Heineken Collection. Approximately 250 objects were registered, including Heineken®, Amstel®, and Brand carts, along with a significant assortment of horse gear, clothing, and photographs.
© Twycer | www.twycer.nl
We are Thoughtleader & Inspirator
WE are
thought-leader & inspirator
T
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.
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
When the Amsterdam Exchange index (AEX) was established in 1983, HEINEKEN was one of the original 13 companies listed. On the 3rd of April 2024, 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 officially commenced that day’s trade by banging the gong. We also delivered input for the press release and storytelling during the event itself.
We were asked to hold a presentation 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.
When the Amsterdam Exchange index (AEX) was established in 1983, HEINEKEN was one of the original 13 companies listed. On the 3rd of April 2024, 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 officially commenced that day’s trade by banging the gong. We also delivered input for the press release and storytelling during the event itself.
We were asked to hold a presentation 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. Gé van Schaik and later also Mr. Karel Vuursteen, also feature in the series.
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.
We filmed six episodes in 2023 and another six in 2024. The series was launched in January 2024, with eight episodes published on internal HEINEKEN channels and externally on LinkedIn. The remaining four episodes are scheduled for release in 2025.
Each episode provides an insider’s perspective on the evolution of the roles each ‘giant’ has or had within the company, highlighting both similarities and changes over the past decades.
We are especially grateful for the shoots with Gé van Schaik and Karel Vuursteen, two HEINEKEN giants who have sadly passed away since filming their episodes.
The final shoot took place in December 2024, meaning a total of twelve inspiring oral histories have been added to our collection.
Below are a selection of pictures taken during the shoots and quotes from the particpating giants.
All episodes can be found on the Heineken Collection website.
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 recognised 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 the 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 images shown below are some of the shots taken at the Schiltigheim brewery in France.
hosting guests in our depot and heritage quarter
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.
Strategic Plan 2025-2027
In the last quarter of 2024, our team worked on a new strategic plan for the next three years.
Our new strategy and motto are designed
to align seamlessly with the overarching strategic priorities of HEINEKEN’s EverGreen strategy,
by focusing on what we do best: collecting, preserving and storytelling. In this next strategic period we will build on past successes while embracing innovation and growth.
We are the Most Connected Collection
WE are
connected
a
s custodians of our corporate heritage, digitisation of our vast collection is essential for preserving and sharing our company’s legacy with a global audience.
In this segment we will explain and showcase the work done in improving our digital presence and ensuring our collection is increasingly digitally accessible.
website and databases updates
In 2024, we faced a key decision regarding the Heineken Collection website: whether to build a completely new site or update the existing one. The current site was no longer secure, and upgrading the Content Management System (CMS) was incompatible with our existing PHP version.
After careful evaluation, we concluded that the website’s current functionality would suffice for the coming years. Budget constraints also made a full rebuild unfeasible. As a cost-effective alternative, we upgraded the PHP version, which restored security and enabled us to install the latest CMS version. We will use the next strategic period to plan for a new website that aligns with our long-term goals and ensures a future-proof digital presence.
In parallel, we attempted to upgrade our The Museum System (TMS) database to its web-based version. However, due to significant technical issues, we reverted to the desktop version. If the upcoming system transitions prove successful, we will reconsider moving to the web-based TMS version in 2025.
We also prepared Nexus (formerly Memorix Maior) for data migration, focusing on linked data standards. Nexus serves as the Digital Asset Management (DAM) system for the Heineken Collection Foundation and is expected to go live in 2025. Being ‘linked data ready’ means our data is structured for seamless integration with other datasets, improving interoperability, accessibility, and usability across platforms.
3D Scanning
We are continually exploring innovative ways to share our collection. In 2024, we launched a pilot project focused on 3D digitisation, featuring nine objects from our collection that also appear in the book It could only be Heineken. These were physical, three-dimensional items.
The digitisation process took a full day and involved the use of various scanners to accommodate the differing sizes of the objects. Rendering the scans required several days. To demonstrate the level of detail and quality achieved, a 3D reproduction of the gold medal was produced.
The resulting digital files are now available in the HEINEKEN Ultimaker Library and can be freely used by any OpCo equipped with a 3D printer. This pilot has highlighted both the potential and the limitations of 3D digitisation, providing valuable insights to guide our future strategy.
New reporting tool
In 2024, we transitioned to a digital platform for producing our annual report, aiming to broaden our reach and enhance the professionalism of our digital presence. The limitations of our website’s CMS led us to explore alternative solutions for creating visually compelling reports. We ultimately selected Jaarverslag.org – a tool that offers creative possibilities and is easily shareable with all our stakeholders.
Jaarverslag.org offers several key advantages:
- Visually engaging reports: The platform enables us to create dynamic, interactive content, making our reports more appealing and impactful.
- User-friendly interface: It simplifies the report creation process, allowing us to design and publish without requiring advanced technical skills or the need for external support.
- Brand consistency: Using the same tool across multiple publications ensures a cohesive look and feel throughout our communications.
- Accessibility: Reports can be easily accessed and shared online, significantly expanding our stakeholder reach.
This transition has elevated the visual quality of our reports, strengthened our digital presence, and ensured a more professional presentation of our annual publications.
showcasing our Collection
We continued to highlight and share the history of items and objects from our collections through the “Stars of the Collection” section on our website. This project aims to bring the stories behind our artefacts to life, offering our audience a deeper understanding of their historical significance.
Throughout the year, historical copywriter Marie Baarspul researched and crafted narratives for each featured item. Photographer Jessy Visser provided the images, allowing us to present the artefacts in a visually appealing manner.
By combining Marie’s copy with Jessy’s photography, we have been able to showcase the unique pieces within our collection. This initiative helps preserve the history of these items and makes it accessible to a wider audience, fostering a greater appreciation for our heritage.
We are Robust & Future-Proof
WE are
robust & future-proof
T
he mission of the Heineken Collection Foundation is to preserve and present HEINEKEN’s heritage. A robust, future-proof, and sustainable collection management strategy is essential to fulfilling this mission—after all, without proper care, the stories behind our objects risk being lost.
Collection management goes beyond preservation; it is the active stewardship of our shared history. It ensures that each object is properly cared for, documented, and made accessible, ensuring the past continues to inspire and inform the present.
In this segment, we highlight the progress and achievements of the Collection Management team in 2024, showcasing how their work continues to protect and promote HEINEKEN’s heritage for future generations.
Acquisitions & donations
Approximately 500 donations were added to the collection in 2024, with the majority originating from Operating Companies of The HEINEKEN Company.
Among the notable contributions, the Heineken Experience donated a significant amount of modern Heineken® merchandise, including items related to Heineken® Silver and Heineken® 0.0. Additionally, the global HEINEKEN Merchandise department donated approximately 100 pieces of merchandise and 100 glasses, accompanied by their documentation, which are yet to be registered.
From the estate of former HEINEKEN director Johannes van der Werf (1925-2011), items such as a plate commemorating his retirement in 1988 and four photo albums were added to the collection.
Another donation worth mentioning comes from Jacco van der Linden, the President of Asia Pacific Region (APAC). He donated his 25-year-old briefcase during his collaboration on the video series Green Giants.
clothing added to our collection
A clothing collection designed by Black Mamba for the H150 campaign was donated to us by HEINEKEN in Argentina. Additionally, the new corporate clothing for the Heineken Experience was registered, along with other clothes specifically designed for the Heineken Studio.
Heineken Studio is a creative innovation hub located at the Heineken Experience where beer experiments, products, concepts, and experiences that push the boundaries of brewing take place.
sustainable items
As part of the ongoing commitment to sustainability and innovation at HEINEKEN in South Africa, we were delighted to receive a donation of items from their pioneering Waste to Wear collection. This initiative was launched alongside their new 650ml returnable bottle and reflects the brand’s dedication to reducing environmental impact.
Through this programme, HEINEKEN collected and upcycled 850kg of discarded one-way 650ml Heineken® glass bottles from local communities in South Africa. These were transformed into unique items such as rings, medallions, and other elements – giving new life to what was once waste. The initiative, which also includes Waste to Homeware, is part of a broader effort to ensure SA’s fields remain ‘green with grass, not glass.’
We are proud to showcase these donated pieces as a symbol of circular design and environmental responsibility, and as examples of global sustainability initiatives within The HEINEKEN Company.
Stables collection
In 2024, the Stables Department collection was added to the Heineken Collection. Approximately 250 objects were registered, including Heineken®, Amstel®, and Brand carts, along with a significant assortment of horse gear, clothing, and photographs.
Boring phone
The Heineken Experience donated a limited edition ‘boring phone’ to our collection; a mobile phone devoid of social media, developed with Boston-based streetwear curators Bodega. This phone featured in the Boring Phone advertisement campaign targeting Gen-Z consumers.
clothing added to our collection
A clothing collection designed by Black Mamba for the H150 campaign was donated to us by HEINEKEN in Argentina. Additionally, the new corporate clothing for the Heineken Experience was registered, along with other clothes specifically designed for the Heineken Studio.
Heineken Studio is a creative innovation hub located at the Heineken Experience where beer experiments, products, concepts, and experiences that push the boundaries of brewing take place.
sustainable items
As part of the ongoing commitment to sustainability and innovation at HEINEKEN in South Africa, we were delighted to receive a donation of items from their pioneering Waste to Wear collection. This initiative was launched alongside their new 650ml returnable bottle and reflects the brand’s dedication to reducing environmental impact.
Through this programme, HEINEKEN collected and upcycled 850kg of discarded one-way 650ml Heineken® glass bottles from local communities in South Africa. These were transformed into unique items such as rings, medallions, and other elements – giving new life to what was once waste. The initiative, which also includes Waste to Homeware, is part of a broader effort to ensure SA’s fields remain ‘green with grass, not glass.’
We are proud to showcase these donated pieces as a symbol of circular design and environmental responsibility, and as examples of global sustainability initiatives within The HEINEKEN Company.
Stables collection
In 2024, the Stables Department collection was added to the Heineken Collection. Approximately 250 objects were registered, including Heineken®, Amstel®, and Brand carts, along with a significant assortment of horse gear, clothing, and photographs.
Boring phone
The Heineken Experience donated a limited edition ‘boring phone’ to our collection; a mobile phone devoid of social media, developed with Boston-based streetwear curators Bodega. This phone featured in the Boring Phone advertisement campaign targeting Gen-Z consumers.
restoration
A special donation from the Brand family included the two oldest known photographic crayon portraits of Frederik Edmond Brand (1823-1882) and his wife Anna Josepha Brand-Pluymaekers (1834-1901), created by Emile Sohl (1855-1935). These were restored in 2024, including their original frames and passe-partouts.
Audiovisual collection
By the end of 2024, our team had digitised 64 tapes related to the Heineken Ontvangstcentrum and the Heineken Experience, covering the years 1988 to 2010. We deaccessioned 26 tapes due to duplication and added 25 new ones to the collection. From 42 of these tapes, we created 53 digital files in both master (MOV) and proxy (MP4) formats.
Moving images from the broader collection – though not necessarily from the 2024 digitisation effort – were shared with colleagues across the organisation:
- Heineken Netherlands Supply requested footage of Alfred Heineken for a teaser video as part of an internal campaign.
- HEINEKEN in Indonesia used historical footage in a brand and heritage video for their Credentials campaign, aimed at showcasing the company’s legacy and commitment to quality ingredients.
- The Star Quality team incorporated selected clips into their Global Draught Championship film.
This ongoing work not only preserves our audiovisual heritage but also brings it to life in meaningful ways across the business.
Archive Revive
Within HEINEKEN, the Heineken Collection Foundation (HCF) has taken a leading role in advocating for a safe and sustainable solution for the company’s orphaned archives. Encouragingly, the Executive Board recognised the importance of proper archive management and allocated substantial resources to the initiative – now aptly named Archive Revive.
Following a successful tender process in the first half of 2024, the HCF partnered with Doxis to process approximately two kilometres of archival material created by HEINEKEN’s Operating Companies in the Netherlands. The HCF plays a coordinating role in Archive Revive, which includes setting guidelines for selection and, where necessary, deaccessioning. Beyond processing, the HCF also supports HEINEKEN in identifying a suitable long-term storage solution and establishing an effective access management system.
After a challenging start, the project is now progressing well, with major milestones achieved on schedule.
Emergency preparedness
In 2024, the Heineken Collection Foundation implemented a comprehensive Collection Emergency Response (CER) Plan, including the CER-Calamity Guide. An Emergency CHV Team was established, comprising members of the Collection Team, the Safety Manager, the Floor Manager, and colleagues from Facilities. The team completed a CHV training course to ensure readiness in the event of emergencies.
The effectiveness of the CER Plan was demonstrated when two leakages occurred in the depot due to renovation work on the cooling system. Thanks to the new protocols, the incidents were managed swiftly and effectively. Unfortunately, several boxes and a 1923 Heineken commemoration book sustained irreparable damage.
In anticipation of potential risks from mentioned renovation work, all objects around the depot were covered against dust as a precautionary measure starting in late April. This protective setup remained in place until the cooling system work was concluded at the end of 2024.
In November, an incident occurred in the exhibition area when a visitor removed a bottle dating from around 1900 from the bottling machine, causing it to fall and break. The remaining bottle was promptly relocated to the depot. Floor Managers were briefed on how to respond to such incidents, as outlined in the Calamity Guide.
Deaccessioning and loans of collection items
In 2024, seven boxes containing 165 coats of arms – gifted by visiting army regiments between 1950 and 1990 – were reviewed. Of these, 132 were donated to the Stables, while 33 were added to the Heineken Collection.
A long-term loan of brewing equipment and a steam engine to the Leżajsk Brewing Museum in Poland was formally converted into a gift. Additionally, a loan of laboratory equipment – including the Collection’s oldest microscope – was concluded, and the items were returned to our storage facility in Amsterdam.
Research into a gable stone inscribed with the phrase ‘Kunst geeft gunst’ revealed that it originated from the home of Amsterdam architect Adrianus Cyriacus Bleijs (1842–1923). Although the stone was found at the former HEINEKEN building on Quellijnstraat, no direct connection to HEINEKEN could be established. As a result, in 2025, we offered the object to the Vereniging Vrienden van Amsterdamse Gevelstenen (VVAG).
Several notable items from the Heineken Collection were loaned out for events and exhibitions in 2024. The limited-edition Heineken®–Van Gogh bottles from 2015 were used as decorative pieces during a dinner hosted by HEINEKEN’s Executive Board at the Van Gogh Museum.
In addition, one of our Buckler bottles was featured in the exhibition Typisch.nl at Museum De Wemme in Zuidwolde, which ran from March to October 2024.
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.
