We are most proud that there is a growing recognition – and certainly by Heineken’s global commercial organization – that the Heineken Collection offers an important input into their historic thinking. The understanding of Heineken’s fascinating past is essential for creative strategic planning, as the more than 120.000 objects, continue to illustrate the rich history of the Heineken family, the Heineken company and the Heineken brand.
Due to the continued Covid pandemic, 2021 has again been a most challenging year. The closure of the Heineken Experience and the Heineken Quarter during most of the year severely hampered the implementation of projects and the reorganization of the collection depot. As the office and depot was out-of-bounds, our staff had to work ‘from their home’, and yet we were able to continue to document and digitize our collection, work on an improved website and present our collection to interested parties. The board and the collection manager spent time to look into the optimal future structure of the Heineken Collection Foundation and its relation with the Heineken company. A 2022 – 2024 strategic plan was created. As we were not able to fully spend our available funds during the Covid pandemic, we will be able to increase our spending on projects and improvement of our systems in future years.
The board of the Heineken Collection Foundation would again like to thank Mrs. de Carvalho for her continuous encouragement, the Executive Board of Heineken N.V. for its mental and financial support and Mrs. Lieke Westendorp – managing director of the Heineken Experience – for her very close daily involvement and guidance.
The board would like to thank the collection manager – Mrs. Demelza van der Maas – and her team, for their motivation, for the professionalism and enthusiasm of their activities, and for their continued dedication.
We will continue to inform and inspire a worldwide audience by preserving, collecting and sharing compelling and authentic objects connected to Heineken.
Heineken Collection Foundation
Maarten H. Rijkens