Marketing Report
Heineken and Dutch museum Rijksmuseum extend partnership for two years

Heineken and Dutch museum Rijksmuseum extend partnership for two years

Heineken and the Dutch museum Rijksmuseum have announced the extension of their existing partnership until the end of 2025.

This means that the Amsterdam-based brewer will remain closely connected to the Rijksmuseum for the next two years.

The partnership between Heineken and the Rijksmuseum is based on a shared vision of bringing people together in a special way and allowing (future) culture enthusiasts to enjoy art and history.

In recent years, Heineken and the Rijksmuseum have successfully collaborated in organizing exclusive events aimed at young adults, such as the Heineken Music Sessions and the Rijksmuseum NEXT Garden Party. In the coming years, Heineken and the Rijksmuseum will continue to create opportunities to engage this important target audience.

Both globally renowned brands have been partners since 2013, the year the Rijksmuseum reopened its doors after a complete renovation. On that occasion, beer bottles were designed featuring works from the collection. However, the history of Heineken and the Rijksmuseum goes back even further, to the end of the 19th century.

Gerard Adriaan Heineken, at the time a member of the Amsterdam City Council, was closely involved in the construction of the Rijksmuseum, which is located just a stone's throw away from the brewery on Stadhouderskade (now known as the Heineken Experience).

Dolf Van Den Brink, CEO, Heineken: “We are delighted and proud to extend the partnership between the Rijksmuseum and HEINEKEN and continuing our rich shared history. The Rijksmuseum is an icon of the Netherlands and plays an essential role in introducing new audiences to the world of art and culture. HEINEKEN, born and raised in Amsterdam, is happy to actively contribute to this mission of bringing people together and allowing them to enjoy special moments.

 Taco Dibbits, Director, Rijksmuseum: “The relationship between HEINEKEN and the Rijksmuseum goes back more than 150 years. I am proud that together we are introducing a broad group of (future) culture enthusiasts to art and history.”