Heineken, one of the world’s most recognised beer brands, is marking its 150th anniversary. The global celebration was launched in June at the beer’s home base in Amsterdam and celebrations have since spread across the world.
Yet, despite this symbolic milestone, Heineken has chosen to focus less on history and advertising, but rather on “good times”.
Freddy Heineken is quoted as famously saying “I don’t sell beer, I sell gezelligheid”. “Gezelligheid” translated is that feeling of good times, something that has been at the heart of the Heineken brand for the last 150 years. To celebrate this milestone anniversary, Heineken is putting good times front and centre of its global birthday festivities.
Bram Westenbrink, Global Head, Heineken Brand, said: “Brewing good times has been in our DNA for 150 years. That is why we are evolving our brand metrics to show that creating good times is equally as important as the beer we produce. By better understanding the conditions behind good times in today’s world, we can continue to create experiences for all our global customers that promote that feeling of gezelligheid – whether that is through the messages in our advertising, our sponsorships, and events, or of our range of products including our non-alcoholic Heineken 0.0 or our more modern flavoured Heineken Silver.”
“Recognising this and as part of the anniversary celebration, the Heineken brand has collaborated with behavioural scientist Dr Chris Brauer (Goldsmiths, University of London) to better understand the ingredients that are needed to deliver that feeling of ‘good times’ in the modern day; a surprisingly under-studied human need; and to create the ‘Good Times Index,’” Westenbrink added.
Sylvester Henry, Senior Category Manager (Alcoholic Portfolio) with responsibility for the Heineken Brand at Heineken Saint Lucia Ltd shared “In Saint Lucia we’ve proudly brewed Heineken since 1975 and by extension have helped create and shape good times and momentous occasions on island through the brand. Ironically, good times like Green Synergy, ARC Regatta, Jazz Heineken Beer Gardens and VIP UEFA Champions League experiences are just some of ways the brand has brought this message to life.”
“This 150 Anniversary promises to deliver even more as we roll out the celebration for our consumers. It is our goal that we will continue to deliver good times, one way or another, for the next 150 years and beyond.” Henry added.
To win big as part of the Heineken 150 celebration, customers can purchase a bucket or six pack of Heineken at participating outlets, scan the digital entry card and get a chance to win Heineken merchandise, restaurant vouchers, staycations, jewellery vouchers, Heineken products and the grand prize of a VIP Trip for 2 to The Heineken Regatta in St Maarten.
For more details about Heineken’s 150th Anniversary visit www.heineken.com.