Heineken urges socialising over sipping for International Beer Day

Heineken’s message is clear: the beer is secondary to the enjoyment of good company. Freddy Heineken, the company’s late chairman, famously stated, “I don’t sell beer, I sell gezelligheid,” referring to the Dutch term for the feeling of good times.

Media planning and buying for the campaign was handled by Publicis Media.

The campaign comes in response to increasing digital distractions and longer working hours, which have had an impact on social lives. According to a recent study by Gallup and Meta, 24% of the global population feel lonely, with 6% not feeling connected to others at all.

Heineken has a history of promoting social interaction. Earlier this year, it introduced "The boring phone", a device designed to reduce digital distractions by limiting internet and app access. 

In 2022, it launched "Cheers with no alcohol. Now you can", based on the idea that everyone can share social moments, regardless of whether or not they are drinking alcohol. 

Dolf van den Brink, chief executive of Heineken, said: “On International Beer Day, we truly get to show what the Heineken brand stands for – good times together. Of course, we celebrate our beer but what we're most proud of is 150 years of bringing people together, something that will remain at our core for as long as we continue to produce beer. Cheers.”

In celebration of its 150th anniversary, Heineken also created the "Good Times Index", which measures the conditions needed for people to experience good times.

Willem van Waesberghe, master brewer at Heineken, said: “As master brewer, I am the first person to call out the amazing taste and quality of our beer. But today isn’t about that – it’s about the special moments surrounding our drinking experiences. Happy International Beer Day.”

Bruno Bertelli, global CEO of LePub and chief creative officer of Publicis Worldwide, added: “International Beer Day brings the world together, celebrating the beers of all cultures on one remarkable day. 

"This occasion was perfect for Heineken to show once again the brand’s always unique point of view. In fact, the campaign is an ode to good times and happiness all portrayed through the lenses of those ‘forgotten’ beers that are left behind to give space to the deliciousness of togetherness, quality socialising, and friendly moments.”