We created belief...

HEINEKEN has a proud 150-year history as a family-owned, independent brewer, crafting high-quality beers, building globally loved brands, and doing so as sustainably as possible.

In a fast-changing and increasingly challenging sector, HEINEKEN stays ahead through its evolving multi-year EverGreen strategy and a new ‘winning aspiration’ that positions it as “the world’s pioneering beer company”. This aspiration brings clarity to who HEINEKEN is and where it is heading - providing employees with inspiration while aligning the business behind a shared ambition.

At the heart of the approach was a refreshed narrative, introduced from the outset and brought to life through high-impact, story-led pages. These immediately established HEINEKEN’s ownership of its “world’s pioneering beer company” positioning, using the perspectives of employees from across the business to share authentic experiences and a collective sense of ambition through the connected “We’re here for it” theme.

Beyond these opening stories, the CEO’s statement set out the strategic rationale for the transition from EverGreen 2025 to EverGreen 2030. And to navigate the complexity of a transition year, bespoke content both concluded EverGreen 2025 and introduced EverGreen 2030 – creating a clear roadmap for the future while maintaining the robust reporting required for the 2025 financial year.

A primary objective of the 2025 Annual Report was to introduce the next evolution of HEINEKEN’s strategy: EverGreen 2030. Alongside this, it provided an opportunity to celebrate the innovative spirit of its employees – the driving force behind the company’s winning aspiration.

Together, these themes create a compelling platform for HEINEKEN’s future success, transforming the Annual Report from a document of record into a confident, forward-looking narrative that stands apart and provides clarity amid global uncertainty.

The result is story-led reporting that both informs and inspires, communicating the business’s future strategic direction with clarity, energy and imagination. It also creates a springboard for richer storytelling beyond the Annual Report, connecting seamlessly with the HEINEKEN website and social media channels extending the reach and value of reporting content across audiences and channels.