Heineken signs three-year contract with Van Gogh Museum

Heineken has entered into a three-year contract with the Van Gogh Museum in Amsterdam, where the Dutch company will deploy its flagship beer brand through 'themed activities'.

A three-year partnership has been agreed (vangoghmuseum.nl)
A three-year partnership has been agreed (vangoghmuseum.nl)

The partnership aims to highlight the Dutch heritage of both parties and appeal to culture lovers as well as ‘lovers of beer culture’.

The brewery has said that the partnership will go beyond a financial donation, stating that its flagship Heineken lager brand will be deployed for specific Van Gogh products and activities in the museum.

Jean-François van Boxmeer, chairman of the executive board and chief executive of Heineken said: "As a partner of the Van Gogh Museum we support the unique cultural heritage of Amsterdam, the home of our namesake beer.

 "We are very proud to associate our company and our brand with a museum that has become an international destination in its own right. We look forward to a fruitful collaboration." 

Axel Ruger, director of the Van Gogh Museum added: "We are proud to connect the museum to a brand which, like the Van Gogh Museum, is rooted in Amsterdam, but has a huge global impact. Just like the Van Gogh Museum, Heineken appeals to a worldly and passionate audience that enjoys life. 

"Thanks to the support and involvement of Heineken we can increase our accessibility through our new entrance building as well as expand even further the activities for our customers and fans worldwide."

More from Heineken: Heineken transforms Somerset House into rugby stadium

Heineken hosts Rugby World Cup themed coin search

Heineken unveils details of Rugby World Cup activations

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