HEINEKEN and the Rijksmuseum extend partnership for two years

HEINEKEN and the Rijksmuseum today 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 exciting ways and enabling broad group of young and future culture enthusiasts to enjoy art and history.

In recent years, HEINEKEN and the Rijksmuseum have successfully collaborated on 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.

The two globally renowned brands have been partners since 2013, the year the Rijksmuseum reopened its doors after a complete renovation. HEINEKEN marked the occasion with new beer bottle designs featuring works from the Rijksmuseum collection. The shared history of HEINEKEN and the Rijksmuseum goes back much further, however. Gerard Adriaan Heineken was a member of Amsterdam’s city council at the end of the 19th century, and he was closely involved in the construction of the Rijksmuseum, which is located just a stone's throw from the original HEINEKEN brewery (now the Heineken Experience).