The launch of the "Bier zoals bier bedoeld is" campaign marked a departure from the "jolly" marketing of the past toward a more intellectual, artistic approach. By commissioning American artist Skip Liepke to paint "Heineken moments" in oil, the brand sought to align itself with timeless craftsmanship and urban sophistication. This era also saw the release of a now-collectible series of six unique beer glasses featuring details from Anne Magill's colorful gouache works.

Commercial / Media Archive

Visual Archive