INFO
Insignia of the Order of the Chevaliers de la bière Amstel
c. 1960
pottery, textile
5.2 x 4 x 5 cm
Knights of Amstel
The idea stems from the Middle Ages: a group of noblemen form a society in which each new member is honoured with a common emblem. The Knights of the Order of the Golden Fleece, for example, were recognisable by the golden pendant of the 'ram’s fleece,’ alluding to the golden ram's fleece from the Greek myth about the hero Jason.
The insignia of the order of the Chevaliers de la bière Amstel, founded in 1959 by the Amstel Brewery, is somewhat more prosaic: a mini beer mug hanging from a red and white ribbon with gold lettering. From the beginning, the insignia was reserved for a select group of individuals (m/f) who enjoyed special privileges, such as 'unlimited free beer in the Gijsbrecht Cellar.'
Atmospheric reception area
This spacious cellar – in the 1928 Amstel office building on Amsterdam's Mauritskade – hosted events, anniversary receptions, and other celebrations. The walls were decorated with murals depicting all the places around the world to which Amstel exported beer at the time. The atmospheric reception room was given its ‘bold Dutch name in 1961, evoking memories of Lord Gijsbrecht van Amstel, immortalised by Vondel,’ as reported in the Amstel employees magazine 't Spongat.
Distinguished
To join the Knights of Beer, you did not have to be noble born, as was the case with the Golden Fleece. The Amstel knighthood was reserved for people who had 'distinguished themselves in a special way for our product.' Because: 'One does not simply become a Chevalier de la Bière Amstel. One must kneel and undergo the knighthood ceremony; one must solemnly pledge to prefer, promote, and distribute Amstel beer everywhere. In short, to honour it. Finally, one must empty a tankard to prove their high regard for it.'
KLM Knights
By initiating people from the hospitality and travel sectors in this playful manner, Amstel created a group of commercially highly effective ambassadors, not dissimilar to the executives of the KLM Passenger Care Department. In the photo, they raise their mug in the presence Chancellor Peters, who presented them with the knighthood. All knights are entered into the order's guestbook. The earliest books contained only men's names, which changed as more women entered leadership roles.
Modern-day Chevaliers
The long-dormant knightly order was recently reintroduced. During the annual Friends of Amstel workshop in 2019, Heineken organised a revival of the ritual for Amstel brand managers. On that occasion, all Friends are knighted and receive the order’s original insignia. They find themselves in good company with the new Amstel ambassadors worldwide, including golfer Phil Mickelson.
