In 1870, our brewery was founded by two friends in Amsterdam. They brewed a new, Bavaria-style lager beer that became an instant favourite. Now, more than 150 years later, not only the Dutch, but people from all over the world know the excellent quality of Amstel.
As it happens, Amstel Beer was born from the very particular friendship of its two founders: Charles de Pesters and Johannes van Marwijk Kooy. Brothers-In-Law and best friends who, as the story goes, could not find a single beer in Amsterdam that they both liked. So they decided to create their own. The rest is history.
Our classic, golden Amstel Beer, with its very distinctive and mildly bitter taste, has over the years become well known beyond the borders of its native country. The entrepreneurial spirit of the brand has created a host of brand extensions, such as: Amstel Lager, Amstel Premium Pilsener, Amstel Light, Amstel Bright, Amstel Radler and Amstel ULTRA.
Amstel is proud of its brewing heritage and trademarks its ‘European quality, born in Amsterdam’ everywhere possible. That Amstel was born in Amsterdam confirms its credentials as a premium quality, European beer, but it also reflects the progressive attitude shared by the city and the brand.
Rooted in the friendship of its creators, who simply wanted better beer they could enjoy together. The spirit of Friendship has defined Amstel from the start, and still underpins all that it does today. Amstel’s value of Togetherness is fundamental, visible in global platforms and sponsorships.
Introduction
In order to ensure that we all enjoy the facilities of the Heineken website, we herewith set out our general guidelines. In these Terms and Conditions of use, and Privacy and Cookie Policy, you will find details on our policies and regulations. We suggest you read them carefully. The following is a general approach only.
Terms and Conditions
These terms and conditions of use ("Terms of Use") apply to all visits to and all use of this website of Heineken Brouwerijen B.V. ("Heineken"), as well as to all information, recommendations and/or services provided to you on or through this website (the "Information").
Applicability
By using this website you agree to the applicability of these Terms of Use. We note that these Terms of Use may be changed over time. Such changes shall be effective immediately upon the posting of the modified Terms of Use. Users of the website are advised to regularly read the Terms of Use for possible changes.
Information and liability
The Information is for general information purposes only and does not constitute advice. Heineken shall not be liable for any damages resulting from the use (or inability to make use) of this website, including any incorrectness or incompleteness of the Information, unless such damage is the result of any wilful misconduct or gross negligence on the part of Heineken. Heineken shall not be liable for damages resulting from any lack of suitability, timeliness or accuracy of this website or the Information.
Heineken shall furthermore not be liable for damages resulting from the use of electronic means of communication, including, but not limited to, damages resulting from the failure or delay in delivery of electronic communications, interception or manipulation of electronic communications by third parties or by computer programs used for electronic communications and transmission of viruses.
Heineken disclaims all warranties including, but not limited to, warranties of conditions, quality, merchantability, fitness for a particular purpose and non-infringement.
Information of third parties
The Information originating from third parties constitutes an expression of the personal opinions of those third parties. Heineken is not responsible and shall not be liable for such Information.
Hyperlinks on this website may direct visitors to external websites which are maintained by third parties. Heineken shall not be liable for the contents and the functioning of such external websites. Heineken shall also not be liable for the quality of products or services which may be offered on such external websites.
Intellectual property
Unless indicated otherwise, all intellectual property rights to this website and the Information are owned by Heineken. These rights include but are not limited to all copyrights, rights to the trade names, word trademarks, pictorial trademarks and logos of Heineken, such as, but not limited to the rights to "HEINEKEN".
Users are permitted to read this website and the Information and make copies for their own personal use, for example by printing or storing. All other use of the website or of the Information, for example the storage or reproduction of (a part of) the website of Heineken in any external internet site, is not permitted.
Unsolicited ideas
In the event that you post unsolicited ideas and/or materials whether consisting of texts, images, sounds, software, information or otherwise (the "Materials") on this website or send such Materials to Heineken by email or otherwise, Heineken shall be entitled to use, copy and/or commercially exploit such Materials to the fullest extent and free of charge. Heineken shall not be bound by any confidentiality obligation in respect of such Materials.
You hereby indemnify and hold Heineken harmless from and against all actions, claims and liabilities,suffered, incurred or sustained by Heineken as a result of the use and/or exploitation of the Materials infringing the (intellectual property) rights of any third party or otherwise being unlawful towards a third party.
Sharing
Please do not share our content with anyone under the legal drinking age.
Severability
If these Terms of Use are or become partially void, the parties will continue to be bound by the remainder of the same. The parties shall replace the void part by provisions that are valid and have legal effect that correspond with those of such void part as much as possible, taking into account the content and the purport of these Terms of Use.
Applicable law and jurisdiction
These Terms of Use shall be exclusively governed by Law of the Netherlands. All disputes arising in connection with these Terms of Use, including but not limited to disputes concerning the existence and validity thereof, shall be resolved by the competent courts of Amsterdam.
Cookie policy
This website dedicated to the Heineken brand (the “Website”) is provided by Heineken Brouwerijen B.V., a company organized under the laws of the Netherlands (“Heineken”). The Website makes use of so-called cookies". Cookies are small text files that the Website stores on your user device.
Cookies used on the Website
The Website uses cookies for the following purposes: Functional cookies: cookies used to enhance the user friendliness of the Website for visitors. For example, a cookie is placed to remember your preferred country and language settings and to remember the information you submitted on the age-gate page. Without this cookie, you would have to re-enter the age-gate before every page you want to visit on the Website.
Analytics cookies: Heineken uses Google Anaytics cookies, with the purpose to analyze how visitors use the Website. Heineken can then make improvements to the usability of the Website. Google only processes data obtained via the Website in an anonymous form. Please visit www.google.com/analytics for more information on Google Analytics.
Third party cookies: the Website allows cookies of social plugins of certain third parties. This enables a user to share content of the Website on such social networks. These plugins also enhance the user friendliness of the Website, for example with the Facebook plugin on the Website users can simply register to the Website with their Facebook account details. The data collected by these third parties via the plugins are exclusively determined by such third party as Heineken can’t read these cookies (nor can these parties read the cookies of Heineken). For information regarding the third party cookies please check the respective third party’s privacy policy. The functional cookies of the Website that are stored by Heineken on your computer only remain valid during your session on the Website.
Changing your settings
By changing the settings in your web browser, you can establish that you will be given notice if a cookie is stored on your computer. By changing settings, you can also establish that your browser does not accept cookies from this Website. However, if your browser does not accept cookies from this Website, you may not be able to access or use all features of this Website.
OUR APPROACH
MARKETING OUR PRODUCTS RESPONSIBLY - As we don't want to contribute to excessive consumption or misuse, we have set standards and we comply with regional and national codes for beer and alcoholic advertising. We only place commercial communication where at least 70% of the audience is over 18 years or in some countries the legal purchase age if that is higher than 18 years. We will only feature people who are at least 25 years old and act and appear their age. We will not suggest alcohol is the key to social or sexual success. We define commercial communication as all activities carried out in order to market our brands (alcoholic and any non–alcoholic versions of alcoholic brands). This includes: all advertising, the brand name, product descriptor, packaging and labelling, digital and mobile phone communication, sponsorships, product placement, promotions (on & off–trade) and point of sale materials.
EMPLOYEES AS AMBASSADORS
We encourage our employees to be ambassadors for alcohol responsibility and to take personal responsibility for their own alcohol use. Our company worldwide implements Cool@Work – a workplace alcohol information and prevention programme. It aims to improve safety and health at work, ensure responsible alcohol consumption and create awareness, commitment and ambassadorship among employees. Employees are divided into three groups and targeted information and support is delivered to each group: Green: the majority who consume alcohol in moderation and are responsible drinkers. Amber: Those at risk of developing alcohol problems because of their job activities or characteristics. Red: Individuals showing performance or health problems because of their alcohol consumption. Targeted communication and training is implemented annually by our global operating companies using tools and methods most appropriate to local market needs.
WORKING WITH THE INDUSTRY
Industry can be a valuable partner to encourage responsible drinking. The combined impact of brewers working together to address common issues is more powerful and in some cases has greater impact than companies acting alone. Industry groups, governments, non–government organisations, consumer groups, police forces, legislators, retailers, bar and pub owners and community groups all have a valuable role to play in encouraging responsible consumption. We work with brewers on a global (Worldwide Brewing Alliance), regional (e.g. Brewers of Europe) and market level on joint initiatives to promote responsible consumption. We also cooperate with the wider alcohol beverage industry on a global level (e.g. International Center for Alcohol Policies) and in many markets (e.g. Portman Group in the UK).
WORKING IN PARTNERSHIP
We work with others to encourage responsible attitudes to alcohol and to address alcohol related harm. It has been recognised by the World Health Organisation that brewers can effectively contribute to reducing alcohol related harm. We currently have partnerships with a variety of NGOs and third parties to address different areas of alcohol related harm. Our commitment is that by 2015, all of our majority owned companies will have a partnership to help reduce alcohol related harm.
WHAT IS ALCOHOL?
Alcohol is created when fruits, vegetables or grains are fermented. That means using yeast or bacteria to chemically change sugar in the food into alcohol. The chemical name for alcohol in drinks is ethanol. Ethanol is a colourless liquid that is lighter than water - one millilitre weighs around 0.8 grams. The amount of alcohol present in different fermented products varies greatly. The percentage of alcohol in a typical serving of beer is around 5%; for wine it's about 12% and spirits approximately 35%.Alcoholic drinks also contain energy (calories) from alcohol (30 kilojoules per gram). The nutritional value of most alcoholic drinks is very low, because they contain little protein, fat or other nutrients. Some drinks like beer, do contain sugars and carbohydrates, B-vitamins, micronutrients and minerals.