Utrecht, 11 September 2024 - HEINEKEN Netherlands and Koninklijke Jaarbeurs extend and strengthen their cooperation. The five-year contract extension highlights the good relationship between the Utrecht event venue and the beer brewer, who have been linked since 2019. Visitors to Jaarbeurs can once again enjoy a Heineken beer, with or without alcohol, at events such as Vakantiebeurs, Beurs Eigen Huis, BouwBeurs, MOTORbeurs Utrecht and during theatre performances and conferences at the Beatrix Theatre in the coming years.
Meet, toast and celebrate successes
Since 2019, HEINEKEN Netherlands and Jaarbeurs have been working closely together to offer visitors the ultimate event experience. Both organisations share the same goal: bringing people together to live unique experiences. In the coming years, this will manifest itself not only in a collaboration during exhibitions and events, but also in activities such as a Heineken Afterwork drink and the collaboration on the indoor padel court at Jaarbeurs. Els Dijkhuizen, marketing director HEINEKEN Netherlands: "We are extremely proud to extend and expand the long-standing cooperation between Jaarbeurs and HEINEKEN Netherlands. A cooperation with a golden edge because we pursue the same goals; meeting, connecting, toasting together and celebrating successes are right up our street. We therefore look forward to experiencing unique moments together in Jaarbeurs with a good glass of Heineken beer in hand."
Maximum experience for 2.3 million visitors
In the coming years, HEINEKEN Netherlands and Jaarbeurs will fully focus on maximum experience for the 2.3 million visitors that Jaarbeurs receives annually. Herman Mantel, chief commercial officer Royal Jaarbeurs, is pleased with the strengthened cooperation and its multi-year extension: "HEINEKEN Netherlands is a committed and reliable party. Whether it's big fairs, great concerts or unique business events, together we make sure that every meeting gets that little bit extra. In the coming years, HEINEKEN Netherlands is putting even more effort into responsible alcohol consumption at events, including through the promotion and availability of various alcohol-free beers, including Heineken 0.0 beer. At Jaarbeurs, we fully embrace this. I look forward to offering our visitors the maximum experience and toast to the golden cooperation with Heineken." With this renewed cooperation, both parties are laying the foundation for a future full of innovation, experience and unforgettable moments for Jaarbeurs visitors.
